What Are You REALLY Selling?
It is a matter of fact that successful brands occupy a specific space in the minds of people; indeed they represent certain values & attitudes. When a journalist asked to John Russell, Harley Davidson VP, what are they selling, he could have answered simply, motorbikes! Instead his answer was: “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him”. With his answer, Russell, pointed out th