By: Samantha Scott, APR
As many of you know we work with Scott Fischer Enterprises (SFE) and, most notably in our market, their newest and largest endeavor – Six Bends and Six Bends Harley-Davidson. What you may not know, however, is how much branding is involved in that project and how handlebars can drive a multi-million dollar project. Allow me to introduce you to the lore of Six Bends, a case study in branding.
Six Bends as a name, concept and brand was the brainchild of Shook Kelley, a branding and urban development organization. It started with handlebars that were made popular in the 1970s. Over months of research and work they created meaning, adding layers of detail and depth to the overall brand of Six Bends Harley-Davidson.
We had the opportunity to help implement it and drive all the communication surrounding it. It is now a worldwide destination for Harley-Davidson enthusiasts, a community event center, a weekend hang out, an attraction for passersby and residents alike. How? Six Bends was designed to be a place where everyone belongs, but where everyone can get something unique- an experience unto their own.
This sounds great, but from a marketing and communication perspective, how do you implement that? How do you support that with messaging, involve employees and customers – your tribe – in perpetuating this? The answer Read the rest of this entry »