The Next Engine: Beyond Campaign Thinking

We’re always talking about how the world has changed, how times are more complex and how young people are thinking and acting more differently than ever before. I’m getting to the point where I really don’t care about that anymore, I think it’s time we focus our attention on the “OK, what now” component of all this thinking. This isn’t necessarily a new topic, I touched on it a bit at the Influx Ideas Conference this past October, but I think the notion of “old brands vs. new brands” remains interesting. In most categories, we’re starting to see the real separation of brands; those moving forward, and those getting new ad agencies.

This is a pretty big topic, so big in fact, it’s getting a 3-part blog! Today I’ll focus on an old brand trying to become new, Harley-Davidson. Tomorrow I’ll hit Under Armour and its successful defeat of a global branding powerhouse and cultural icon (yeah, the one with the swoosh). On Wednesday, I’ll throw out a few observations on what makes new brands new and a few ideas for old brands to change.

Harley-Davidson is a brand I absolutely love, but willingly admit that it has lost touch with most people outside of the boardroom or holding cell. Millenials call it a boomer brand, I translate that to mean “you better get your shit straight or you’re dead brand”. Back in college at the Martin Agency Student Workshop, my team coined a cool phrase about Seiko, “it’s your grandfather’s watch, and when he dies, so does his watch.” 6 years later, same idea. I love the brand’s iconic, ballsy nature. To me, the notion of FTW is alive and well. Unfortunately (or fortunately, depending on who you ask) there is only one me.

Imports, crotch rockets and custom choppers have infiltrated the motorcycle market and turned it on its head. The history and heritage of the Harley-Davidson brand no longer plays. Millenials have a much different definition of rebellion, badass and energy than their parents. Harley needed more than a new attitude, they needed a new existence. They’re not there yet, but clearly they had a come to <insert god of choice here> meeting and took a hard look in the mirror. The Harley-Davidson brand recently become a major sponsor of the Ultimate Fighting Championships and introduced its Dark Custom line via a sponsorship with World Extreme Cagefighting. I love the move as it extends an olive branch to the new generation of badass and does so with something new talk about. They did more than advertising, they combined it with product strategy, infused by human insight. Dark Custom is a louder, less leathery, stripped down, bare knuckled Harley that’s starting to get a ton of traction. It’s not a Ducati ripoff like Buell, it’s something new and different. That’s a key to new growth. Advertising isn’t the savior, consumer-inspired product is.

Harley hopes to join the ranks of Toyo Tires and Spike TV as brands who have successfully became a player in this arena. I’d like to think our friends at Carmichael-Lynch had a lot to do with it, but at the end of the day, it’s simply a bold move for Harley. Again, the idea however is actually to have an interesting product that Millenials can be inspired by and share ownership of, not just making a media buy. Xyience and Amp’d mobile tried the latter, they don’t exist anymore. Another “new-focused” brand, the US Navy, kicked off a partnership with the WEC last week, I think it’s a smart move as well.

What are some others? Folgers and Sony feel a lot like old brands. Toyo has made Goodyear and Bridgestone look pretty old as well. If you were CMO of an old brand, what would you do, starting today to become new?

Under Armour up 2morrow.

Tags: advertising, generation gap, millenials, UFC