A brand reading
Harley-Davidson.
Outlaw Refusal as identity.
Harley sold motorcycles for decades, but what it actually sold was permission to refuse. The rallies, the chrome, the founder’s-day rituals: the whole apparatus is a working theatre of opting out of the version of life the customer normally lives.
The five-layer reading.
- 01 Motivation
- Outlaw. Refusal as identity.
- 02 Mind
- ESTP
- 03 Temperament
- Choleric
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Action-oriented, combative, comfortable with refusal. The brand position is the refusal itself.
Famous spot
Live by It, 2018