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Lesson #5: From Sight to Sound, Create a Signature Brand
It has been described as a “throaty pounding and off-centered drumming beat,” but everyone who owns a Harley-Davidson motorcycle knows what it is to hear one. In fact, the adept ear can pick a Harley out of a crowd before the eyes are even able to see it; every bike the company produces sounds the same when you turn the keys, and yet completely different from any other bike manufacturer. Attaching a unique sound to Harley-Davidson engines was just one of many deliberate steps the company’s four founders took to build a strong brand and a loyal following.

Revving its Engines: Harley-Davidson Goes Hog Wild
After the success of their first three models of motorbikes, Harley and the Davidson boys all plunged themselves wholeheartedly into the newly formed company. Walter Davidson became the company’s first president, while his brother William handled much of the human resources, and Arthur handled sales and the establishment of a dealer network. William Harley served as the company’s chief engineer and treasurer. Together, the four worked day and night to get their business off the ground and running. “We worked every day, Sunday included, until at least ten o’clock at night,” recalled Walter Davidson. “I remember it was an event when we quit work on Christmas night at eight o’clock to attend a family reunion.”

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