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What happens in Vegas, should happen everywhere
Just got back from a trip to Vegas with Janet. We get married (well, renew our vows) in a different state each year -- and it was Nevada's turn. It was jungle-hot, weird and a whole lot of fun. The most fun part is that once you walk out of McCarran Airport, you feel naughty. You feel like, "I'm in Vegas, time to get wild."
And we're all quite familiar with the campaign promoting a randy time in Las Vegas. An ill-advised marriage, blackmail and wig-swapping have been the fodder to lure more "action" by more hopefuls. After a pathetic attempt to market Sin City as a family destination, the Powers That Be decided to embrace their core. And that move deserves a hardy Guinness "BRILLIANT!"
What Vegas came to understand is that no matter what their audience does on a day-to-day basis, when they come out west, they become tramps. Okay, okay, maybe not tramps... let's just say they're willing. Vegas has simplified its efforts and gone after one market. By selling fantasy, it's embracing the core user -- a core-user market of big-time gamblers, sexual thrill-seekers and 72-year-old buffet eaters. Sure, it's a seemingly small set, but it expands with each "normal" person's escapist vacation.
We see this all the time with Harley-Davidson. (Yes, my favorite example of branding done right.) How many bar-fighting, tattooed, bad-ass Hog owners do know? Ummmmmmm ... zero? But when they ride, they suddenly transform from Account Exec Craig or Loan Officer Matthew to Randall 'Tex' Cobb in "Raising Arizona." This is because deep-down inside we all love "make-believe."
It's what I like to call the "Tom Sawyer Effect." Living out fantasies in your bed, on the street or in the desert lets us be someone else for a short period of time. For a brief moment, we actually feel blood rushing through our body. Food tastes better, the air smells sweeter, and I'm no longer Janet's husband of eight years, but Raul, the smooth-chested pool boy from next door.
When a company has the insight and courage to embrace the values of its core, even if they're seedy and rough, it's being true to itself. It's also giving permission for others to come along for the ride.
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jitjit | July 31, 2007 at 1:25 p.m. (report)
Sharzan, been riding for 30 yrs. Your description of real bikers is straight outta the movies. I dont wear any cult patches but almost every biker out there has a real job. Those real bikers you speak of are called and call themselves 1%ers for a reason.
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Skarzan | July 30, 2007 at 9:56 p.m. (report)
Yeah Yeah, I understand what you're saying. I'm well versed in the Harley culture, from inside as well as out. And yes of course it's the pinnacle of successful branding... their ex-execs are all on the perpetual motivational lecture circuit as a result. I'm just saying there are real riders, real bikers, and we can't all be lumped into that basket of week-end warriors. I'm not an outlaw biker, but I've been riding the brand since before I was legal for a license, rode across continents.... only pointing out that there is authenticity still out there in the crowd. Peace plus.
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mstodola | July 30, 2007 at 9:00 p.m. (report)
Skarzan, you may want to read through my blog again. I realize there are a large number of "real bikers" out there. My point was that most Hog owners only live the life on weekends. They love the core values of those "real bikers" and embrace their spirit when on their Harley Davidsons. It's a wonderful thing and an homage to those folks. Harley Davidson has captured the heart and soul of that genuine crowd and sells it with each cycle. It's a celebration of freedom no matter where you're coming from. It's a common ground where both biker and bookmaker can connect. It's a brand that knows exactly where it stands. Peace.
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Skarzan | July 30, 2007 at 7:13 p.m. (report)
Ah actually I know quite a few " bar-fighting, tattooed, bad-ass Hog owners" who don't wear "Harley Owners Group" corporate marketing patches on their back but stick with the real deal - Hells Angels, Banditios, Outlaws, etc. I wouldn't be calling them all pretenders (posers) face to face if I were you either. If you'd get over to a real biker bar or event, with your advertising skills of observation you should be able to tell them apart from Mr. Accountant and Ms. HR manager.
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Milly | July 30, 2007 at 10:43 a.m. (report)
Hooray for Headonism! Hope you checked out the Liberace museum. That guy was the epitome of Vegas-style indulgence.
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