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 – through strategy and a variety of marketing channels, but also creativity.

We used many marketing communication strategies and tactics, from websites and publicity to social media, videos, and government relations, but one of the special projects that stands out as a unique application of the brand is the handlebar stories. Shook Kelley devised the idea of mounting motorcycle handlebars to plaques like hunters mount antlers. Attached would be the name of the handlebar and a little information about it. When Scott Fischer asked me to take a stab at the stories, integrating fact and fiction, I couldn’t wait.

We researched more than twenty types of handlebars, learning their origin, uses, what models of motorcycles they tend to be used on, etc. We spoke with employees of Six Bends Harley-Davidson to get their take on the handlebars and then the PTE team went to work crafting the stories. Each story is unique to the bar they represent. Each has a little fiction weaved in, making it a quick, fun and memorable read. What does this have to do with branding? Everything.

These handlebars are an extension of the brand – literally, in person, or in social media terms IRL (in real life). They bring the lore to life, educate and fascinate guests, and build on the concept of creating something unique – your experience at Six Bends and your motorcycle, for riders.

If you haven’t had a chance to visit Six Bends yet, I encourage you to do so. Even if you aren’t a rider, there’s something for you to enjoy. You can wander around the showroom, check out all fourteen handlebars and their stories, visit Top Rocker Field, The Plaza or hang out at The Pit. Maybe you’ll find some inspiration for your brand/business. Or even purchase a new ride!