Chasing the myth: A Harley-Davidson Story(telling)

Abstract

The dialogue between semiotics and branding is already old news, yet recently it has made a sporadic but steady appearance. This article is an attempt to show a socio-semiotic problem – whether and, if so, to what extent, brand identity could replace, substitute or supplement personal and group identity. It describes the postmodern situation in which the traditional meta-narratives need to be reinforced or replaced by other, more adequate and resonating stories and it points out the place of “legendary” brands in it. The main argument is that this sort of brands (which do not count on the fashion and fads), is based on cultural preconditions and that their power should be reinforced predominantly by advertising. Cultural preconditions also contribute to filling slots not only in the material world, but also in the spiritual and social world of the human individual in a given cultural environment. The historical and cultural background of the Harley-Davidson brand and its communication gives us a chance to take a deeper look at its storytelling process which attracts so many consumers and makes this brand so special. A couple of analyses and illustrations will help us to clarify the “DNA structure” of the Harley brand.
Keywords: identity, myth, brand, sub/culture, advertising, text.