Harley-Davidson: Fulfilling the Dream of Personal Freedom

G+G was engaged by H-D to build brand value through global brand positioning, brand extensions, and to rethink the dealer retail experience. Our research process, stakeholder interviews, and brand insight revealed that “Personal Freedom” was at the heart of the brand. We created a platform for Extending the brand, which resulted in the creation of Black Label. G+G developed a blueprint for the dealer retail experience that enhanced consumer engagement, amplified the customization experience, and was more inviting to new millennial and female riders.


Harley-Davidson is embracing its reputation for freedom with its new brand platform, “All for Freedom, Freedom for All.” Part of that platform is the new #FindYourFreedom social media campaign.

“Launched on Facebook, Harley published a video to the tune of Movin on Up by Primal Scream. The video shows old racing footage, a badass picture of the company’s founders, riders from today, and everything between. We see a diverse group of people from all walks of life sharing a love of freedom via Harley-Davidson motorcycles.”  Eric Brandt – The Drive