persona development

PERSONA DEVELOPMENT

John is passionate and likes to self-‐express with a ”Look at Me” attitude. He’s all about pins and patches, showing-‐off where he comes from and showing himself as a tough alpha male. John has an independent attitude, yet thrives on being a part of a unique ‘tribal’ group. That’s why, as well as excitement (Fire) and impact (Muscle), it is important to communicate our sense of brotherhood (Bond).

He likes to ride in groups and take part in face to face gatherings, exposing his customized bike and talking about it, but doesn’t like formalities: he likes to drink cans and doesn’t mind getting a bit loose.

John aspires to brands that are acKve, embody a strong and powerful message, and stay true to their roots:

7amSmartphone alarm goes off, checks

social media and his email to quickly to get a grasp of what his day has install

for him. John then starts his daily ‘tough excercise’.

Main touch points of media include mobile and social.

8am-‐8:45amJohn rides his motorcycle or drives his

UT to work with AM Radio in the background, keeping him up to date on

the latest current affairs.

Main touch points of media include radio.

10:30am – 11amMorning tea break. Catching up with

workmates discussing what they’re up to for the week and any other news.

Quick check on social media .

Main touch points of media include mobile, radio and digital.

3:30pm – 4pmQuick aSernoon break catching up on

social media.

Main touch points of media include digital, social and mobile

7:30pm – 9pmHelping out with the kids; playKme,

shower Kme and bed Kme. Relaxes on the sofa and catches up with his wife.

Watches TV and interact on social media through his smartphone at the

same Kme.

Main touch points of media include television and mobile

7:30amQuick breakfast at home where John catches up on his local newspaper with his smartphone.

Main touch points of media include mobile, digital and social.

9am – 10:29amChecks email and gets straight into work as he has a busy schedule of meeKngs with his clients.

Main touch points of media include email and digital.

12:30pm-‐1:30pmEats with his co-‐workers, catching up on current affairs. He will indulge himself in a motorcycle magazine like Live to Ride or Oz bike.

Main touch points of media include digital, mobile and print.

6pm – 6:45pmRides or drives back home listening to music.

Main touch points of media include radio

10pm – 11:30pmDown Kme in bed catching up on loose reading from arKcles to social media.

Main touch points of media include digital and social.

Our Brand’SDIGITAL PERSONA CORE OWNERS

BRANDS THAT JOHN FOLLOWS

Because he’s into motorcycling and anything that has to do with motor sports, burning gas -‐ and topless chicks -‐ to have a one-‐to-‐one communicaKon on magazines like “Live to ride” or “Ozbike” is a great opportunity to connect, as he loves to read these magazines during lunch or aSer work. Live experiences or HOG events on weekends are also great ways of engaging with John.

John is 38 years old and lives in the outer suburbs of Sydney with his wife and kids. He’s in love with brands & stereotypes, fed by the markeKng and publicity boom of the ‘80s, but not limited to them as he’s open to meet people from all walks of life. He has worked hard to provide for his family and likes the freedom and independence he has now achieved.

STRATEGIC PRIORITY

MUSCLEFIRE

ICON

BOND

REBEL

SOCIAL MEDIA CONSUMPTION AUSTRALIAN MALE 30-‐39*

”SOURCE: ROY-‐MORGAN, SENSIS “YellowTM Social Media Report

36% RESEARCHED

ONLINE BEFORE PURCHASING

ONLY 8%

CLICKED AN ONLINE AD (Google, SM, Banner)

31%CONNECT IN SMWITH BRANDS(38% last year)

42%ACCESS SM FROM THEIR MOBILE

42% CONNECT

TO SM WHILE WATCHING TV

66% CONNECT TO SM

AT LEAST ONCE A DAY

54% CONNECT AFTER WORK AND 46% LAST THING BEFORE BED

A DAY IN THE LIFE

AROUSINGWhat we meanStand out of rouKne, exciKng, inspiraKonal, we moKvate to do something.

What we donʼt meanLoud, unstable, shallow, loose.

How does ‘arousing’ sound?We’re not a shy community, we like the excitement of being alive and engaging with new experiences as they come. We are sexy and we know it, we turn heads and are confident with it. We prefer taking risks than leading a quiet life, and throgle as much and as long as we can while we sKll have energy. This doesn’t mean that we have to shout out loud, we have to be real and inspiraKonal, without being transparently obvious or redundant. We embrace the randomness that comes with the rider’s life and anything related with our culture of freedom.

TONE OF VOICE MAIN CONTACT SM PLATFORM: FACEBOOK

HARLEY-‐ DAVIDSON

OLDER MASS CULTURE

YOUNGER NICHE

A BROTHERHOODWhat we meanOpen, accomplished, understanding, supporKve, warm.What we donʼt meanArrogant, over structured, over promising, self-‐important.How does ‘brotherhood’ sound?We’re not a brand that comes from above but from beside. We recognize that we are part of something bigger: we are a supporKve community who believes in all kinds of people and that, regardless of their circumstances, share one same passion. We respect our differences regardless of our origins, and won’t try to encapsulate a unique way of life. We recognize that even if we are united by one central theme, each one of us can interpret it in their own unique way, and that is beauKful for us.

We are...ALIVEWhat we meanStrong, independent, driven, we celebrate the present and take pride in what we do.What we donʼt meanLacking ambiKon/drive, too soS, self-‐centered, no focus, negaKve or cynical.How does ‘alive’ sound?We are a strong independent brand that doesn’t have the need to follow, we have the right to choose our own path. We are an acKve community that celebrates life and anything that relates with the culture of being free. We don’t shout out our values but show them and live by them. We avoid over complicated terminology and jargon that is exclusive to the motorcycle industry and let our product speak for itself. Our language is easy to understand, grounded in belief and trust. People resonate beger with simple effecKve language, so keep it short and simple.

-‐

PRIMARYDRIVERS

DESIRED RESPONSE

PRIMARYBARRIERS

+

STRATEGIC PRIORITY

GENERAL STAGE

CUSTOMER JOURNEY:

“The look&feel of H-‐D is unique. It’s a reliable bike I can custom my way!”

“H-‐D is too heavy, too loud and too expensive! Just not worth it!”

“This new bike will really improve my experience in the road with no problems at all”

“It’s difficult to get around the city and I don’t have that much Kme to ride.”

“Rides could be so much fun with this new

bike.”

“The HOG group is the best group of riders ever -‐ and they can help me improve it.”

“Too many outlaws and structures to spend my weekend there.”

“These dealers are just like me, I have a great Kme there.”

“They are too far away and H-‐D is one of many for them. Why bother?”

“The legend of H-‐D is sKll alive.”

“I don’t want to be one more stereotype.”

“Wait ‘Nll my mates see me.”

“I’ll get with the dealers to see what is my best opNon.”

“I’m living the legend -‐ and I’m happy to share my lifestyle.”

“I need a meaner machine -‐ and look

meaner.”

Associa^on Interest: tangibiliNes Desire: emoNons Ac^on Loyalty: recommendaNon

Peter feels that he has been behind a desk for too long and wants to re-‐connect with his younger years when he had unlimited freedom -‐ but without trading the comfort he has achieved. He thinks he deserves a second round and would like new buddies with an acKve antude with whom to ride with. He’s not brand commiged and is concerned about other compeKKve offerings, so it’s important to communicate Our Brand’s uniqueness (Icon), as well as our sense of brotherhood (Bond) to make him feel that he’s part of something bigger.

BRANDS THAT PETER FOLLOWSPeter loves powerful and authenKc brands that have a history of quality, and is not pretenKous in his purchases. He seeks original products and aspires to the following brands:

SOCIAL MEDIA CONSUMPTION AUSTRALIAN MEN 40-‐49*

26% RESEARCHED


ONLY 7%



ONLY16%

ACCESS SM FROM THEIR MOBILE

44% CONNECT


42% CONNECT TO SM

AT LEAST ONCE A DAY


7amAlarm goes off, checks his email on his mobile to quickly to get a grasp of what his day has install

for him.

Main touch points of media include mobile.

7:30amQuick breakfast at home where Peter catches up on the news via iPad and checks messages on social media.

Main touch points of media include mobile, digital and social. 8am-‐8:45am

Peter drives to work with AM Radio in the background, keeping

him up to date on the latest current affairs.


9am – 10:29amChecks email and gets straight into work as he has a busy schedule of meeKngs.


10:30am – 11amMorning tea break. Catching up with workmates discussing what

they’re up to for the week and any other news. Quick check on social

media channels.


12:30pm-‐1:30pmEats with his co-‐workers, catching up on current affairs and passion points such as finance or poliKcs. He will read an arKcle on digital newspapers or business magazines (like The Guardian or Time) or indulge himself in sports or motor magazines (like Australian Motorcycle News or Unique cars) before genng back to work.


3:30pm – 4pmQuick aSernoon break catching up

on social media.

Main touch points of media include digital, social and mobile 6pm – 6:45pm

Drives back home listening to music.


7:30pm – 9pmRelaxes on the sofa and catches up with her wife. Watches TV -‐

comedy reality shows or news -‐ and interacts on social media

through his iPad at the same Kme.

Main touch points of media include television and mobile

(iPad)



A DAY IN THE LIFE

STRATEGIC PRIORITY

MUSCLEFIRE

ICON

BOND

REBEL

Due to his busy lifestyle, Peter’s only able to connect with his riding peers and discover what’s on at the end of the week aSer work. On the weekends he likes to free himself from his chains, so it’s a perfect Kme to gather with like-‐minded people in HOG or Our Brand events.

Because of where Peter is at in his life stage, it’s very difficult to get him to try new things, as he has set behaviors developed over the years. Most communicaKon mediums are usually ignored as he knows what he likes and sKcks with it. The most effecKve way of genng Peter’s agenKon is on reviews in his specialized magazines or through word of mouth communicaKon to get him to actually try an Our Brand motorcycle to make his own mind up.

Peter is 50 years old and lives in Sydney with his wife, “liberated” from his kids, who are already living independently. He’s a self-‐made man who has pushed for his own changes in his life and has already Kcked most of the boxes.


Our Brand’SDIGITAL PERSONA SLEEPERS

TONE OF VOICE MAIN CONTACT SM PLATFORM: FACEBOOK

HARLEY-‐ DAVIDSON

TRUEWhat we meanBelievable, confident and trustworthy in nature. We speak the truth and believe in our historic core values that remain strong to the day.What we donʼt meanFake, flashy, over-‐stylish, and lacking in substance.How does ‘genuine’ sound?We embrace our culture and historic values. Because we are not like any other brand, we need to be invenKve and acknowledge our strengths. We like to be confident and we don’t hide what we believe in, so let’s recognize and showcase our true nature. If we are confident in ourselves, our consumers will be confident in us as a brand. This isn’t about being boasrul but doing jusKce to the heritage values that come from the culture of Our Brand. We speak in an affirmaKve, yet mysterious manner: we’re in touch and relevant allowing us to stay close to society without giving too much away.

A BROTHERHOODWhat we meanOpen, accomplished, understanding, supporKve, warm.What we donʼt meanArrogant, over structured, over promising, self-‐important.How does ‘brotherhood’ sound?We’re not a brand that comes from above but from beside. We recognize that we are part of something bigger: we are a supporKve community who believes in all kinds of people and that, regardless of their circumstances, share one same passion. We respect our differences regardless of our origins, and won’t try to encapsulate a unique way of life. We recognize that even if we are united by one central theme, each one of us can interpret it in their own unique way, and that is beauKful for us.


OLDER MASS CULTURE

YOUNGER NICHE

“Life gives me new opportuniKes to enjoy with my wife and friends.”

“Will I be able to ride? Am I being too selfish with my

family?”

“Harley is a unique brand that combines technology and heritage”

“There are other more compeKKve offerings -‐ cheaper and with beger performance.”

“A Harley-‐Davidson motorcycle is a true motorcycle -‐ and it’s

forever.”

“H-‐D is part of something bigger -‐ and there are lots of younger buddies too!”

“I wouldn’t want to mix with bikies or outlaws.”

“I can relate with the dealers, they seem to understand me.”

“They are too far away.”

“The idea of riding in the open and bonding with other riders is perfect.”

“I don’t want to be seen as a a bikie.”

“Riding with the HOG buddies

IS the thing -‐ they look like fun.”

“H-‐D dealers have experience and will know what’s best for me .”

“I am ‘living the dream’ and happy to share it.”

“I need to break free from my chains -‐ and a ride along like

when I was young & free.”

Associa^on Interest: tangibiliNes Desire: emoNons Ac^on Loyalty: recommendaNon

-‐

PRIMARYDRIVERS

DESIRED RESPONSE

PRIMARYBARRIERS

+

STRATEGIC PRIORITY

CUSTOMER JOURNEY:

Mary is a 38 years old woman who lives in the outer suburbs of Melbourne with her husband and kids. She has worked all her life to provide for her family and likes the freedom and independence she has achieved. She’s a confident and empowered woman who likes to take the lead without the help of a man.

Mary’s a risk taker, and adventurer with a confident and tough antude but also a very social person who is a good mentor for others, organizing different groups and parKcipaKng in chariKes. That’s why, as well as communicaKng excitement and inspiraKon (Fire), we have to let her know about the supporKve community of like-‐minded women and men (Bond).

Mary likes to catch up and share with her community -‐ be it in person or in social channels -‐ specially aSer work. On the weekends she likes the sense empowerment that comes from adrenaline-‐related experiences, so riding in a community fits perfectly in her lifestyle.

8am-‐8:45amMary drives her kids to school and then

goes to work with AM Radio in the background, keeping her up to date on

the latest current affairs.


7:30pm – 9pmHelping out with the kids; playKme,

shower Kme and bed Kme. Relaxes on the sofa and catches up with his

husband. Watches TV -‐ mainly reality or comedy shows with the family -‐ while

interacKng on social media through her iPad.

Main touch points of media include television and mobile (iPad)

6:30amSmartphone alarm goes off, checks

messages on Facebook and Pinterest.


10:30am – 11amMorning tea break. Catching up with

workmates discussing what they’re up to for the week and any other news.

Quick check on social media.


3:30pm – 4pmQuick aSernoon break catching up on social media, specially inspiring posts

on Pinterest to relax her mind.


7amPrepares breakfast for the family while checking her newspaper with her iPad, and then help their kids to start their day.

Main touch points of media include mobile and print.

9am – 10:29amChecks email and gets straight into work as he has a busy schedule of meeKngs.

Main touch points of media include e-‐mail and digital.

10pm – 11:30pmDown Kme in bed catching up on loose reading from arKcles to social media, specially Facebook and Pinterest.


12:30pm-‐1:30pmEats with his co-‐workers, catching up on current affairs and passion points like finance or poliKcs. She will indulge herself before genng back to work with lifestyle magazines like Woman Weekly or Marieclaire.


6pm – 6:45pmPicks up kids at school and drives back home listening to music.


Our Brand’SDIGITAL PERSONA FEMALE

SOCIAL MEDIA CONSUMPTION AUSTRALIAN FEMALE 30-‐39*


36% RESEARCHED


ONLY 6%



49%ACCESS SM FROM THEIR SMARTPHONE

46% CONNECT


47% CONNECT TO SM

AT LEAST ONCE A DAY


90% OF USERS ARE FEMALE IN PINTEREST (+50% 30-‐50y)

Most communicaKon mediums are usually ignored as she knows what she likes and will usually confide in her close social circle -‐ or someKmes in trusted journalists or celebriKes. The most effecKve way of genng Mary’s agenKon is by communicaKng the “female-‐friendly” brand experience both on her pop-‐culture lifestyle magazines and word of mouth communicaKon.

STRATEGIC PRIORITY

MUSCLEFIRE

ICON

BOND

REBEL

Mary likes to follow brands that empower the female community, though she’d occasionally indulge herself with broader feminine brands:

BRANDS THAT MARY FOLLOWS

A DAY IN THE LIFE




TONE OF VOICE MAIN CONTACT SM PLATFORM: PINTEREST

HARLEY-‐ DAVIDSON

A SISTERHOODWhat we meanOpen, accomplished, understanding, supporKve, warm.What we donʼt meanArrogant, over structured, over promising, self-‐important.How does ‘brotherhood’ sound?We’re not a brand that comes from above but from beside. We recognize that we are part of something bigger: we are a supporKve community who believes in all kinds of people, regardless of their circumstances, who share one same passion. We respect our differences regardless of our origins, and won’t try to encapsulate a unique way of life. We recognize that even if we are united by one central theme, each one of us can interpret it in their own unique way, and that is beauKful for us.


OLDER MASS CULTURE

YOUNGER NICHE

CUSTOMER JOURNEY:

“I am able to do anything -‐ and now I want new adventures by escaping with my bike.”

“Will I be safe? Will I be alone?”

“I need to break free from female stereotypes -‐ and just ride along, because I

can.”

“There are other female riders that can support me!”

“It’s such an inKmidaKng space, so full of men.”

“Riding with H-‐D IS the thing -‐ and it

looks like a safe & exci^ng group!”

“I love the look&feel of Harley, and how I can customize it and wear it’s fashion”

“Maybe it’s too heavy or difficult to handle.”

“I see that dealers are making an effort to include women.”

“I don’t want to be mistreated by these bikers.”

“I see H-‐D in my pop culture.”

“Too many bikies! Ugh!.”

“There’s a perfect woman-‐

friendly H-‐D for me -‐ I CAN do it!”

“The dealers know what’s beder for women like me.”

“Harley-‐Davidson is a fresh

brand -‐ and I’m happy to share with

others.”

-‐

PRIMARYDRIVERS

DESIRED RESPONSE

PRIMARYBARRIERS

+

STRATEGIC PRIORITY

Associa^on Interest: tangibiliNes Desire: emoNons Ac^on Loyalty: recommendaNon GENERAL STAGE

As Allan is in an early stage of his life, success is very important for him, though his idols aren’t idealized figures but common people who realize small dreams aren’t utopic. He likes to do things in his own way, standing out from the crowd and freeing himself from strong Kes. That’s why independence (Rebel) and arousal (Fire) are 2 ideas that need to be enforced to be aligned with his lifestyle.

Mateship is crucial for Allan and he looks forward for the occasional weekend ride with small inKmate groups, promoted in alternaKve counter-‐culture gatherings. Riding a big motorcycle instead of his daily commute in public transport is also a perfect way of staKng his rebellious and trend-‐senng antude, as he considers a power vehicle an essenKal part of his looks.

Allan doesn’t follow a certain style of brand because he likes to know and be several things at the same Kme. What do they all have in common? A true origin and a differenKated and coherent live brand content -‐ specially if local.

7amiPhone alarm goes off, quickly checks

unanswered messages on Facebook and Instagram from last night and goes

jogging.


7:30amQuick breakfast at home where Allan catches up on the news via iPad and checks some inspiring posts on Instagram or trendy blogs (motorcycling: Monster Children or Stab, trends: Designtaxi or Vice), while slowly waking up.

Main touch points of media include mobile, digital and social.

8 – 8:45amDaily commute on public transport to

work where he listens to music, checks his friends and brands posts on Facebook/

Instagram, and reads arKcles in depth on trendy blogs (motorcycling: Monster

Children or Stab, trends: Designtaxi or Vice).


9am – 10:29amChecks work email and gets straight into work, while listening to music on Youtube or Pandora.


10:30am – 11amMorning coffee break. Catching up with

workmates discussing what they’re up to for the week and any other news. Quick

check of his social media channels.


12:30pm-‐1:30pmLunch at a food-‐court with his co-‐workers, catching up on current affairs and passion points which can vary from poliKcs to TV contents. OSen will indulge in lifestyle magazines (Zoo weekly or Men’s Health) or trendy blogs (motorcycling: Monster Children or Stab, trends: Designtaxi or Vice).


3:30pm – 4pmQuick aSernoon break catching up on

social media.

Main touch points of media include digital, social and mobile 6pm – 6:45pm

Allan catches the public transport back home, listens to music and checks blogs and social media.


7:30pm – 9pmAc>vi>es: weekly sports acKvity, meeKng up

with friends or with a small motorcycling counter-‐culture meeKngs like Oil stained brain,

or Deus Ex Machina Swap meeKng . Directly home: relaxes on the sofa while

catching up with room-‐mates or girlfriend, watching TV and interacKng on social media

through his iPad at the same Kme.

Main touch points of media include television and mobile.



Our Brand’SDIGITAL PERSONA YOUNG ADULTS

BRANDS THAT ALLAN FOLLOWS

Allan thinks it’s cool that Our Brand’s communiKes are real people who support each other, because the over-‐exposure to markeKng messages has made it very important for him to choose the right filters. He likes authenKc brands that show what they do rather than shout it loud, and lives the contradicKon of being addicted to a digital life but wanKng to live a disconnected, so the best way of genng Allan’s agenKon is a through word of mouth communicaKon of live experiences documented through social media.

Allan is a 27-‐year-‐old man living in Melbourne. He enjoys an energeKc life, taking risks, living new experiences and savoring anything that has to do with adrenaline. Exposure to travel and global contents has broadened his mind: he doesn’t believe in stereotypes because for him it’s cool be several things at the same Kme. Allan is a dynamic young lad who is starKng to build his own life and discover his own path.

STRATEGIC PRIORITY

MUSCLEFIRE

ICON

BOND

REBEL

SOCIAL MEDIA CONSUMPTION AUSTRALIAN MALE&FEMALE 20-‐29*


36% RESEARCHED


ONLY 10%



62%ACCESS SM FROM THEIR MOBILE

53% CONNECT


76% CONNECT TO SM

AT LEAST ONCE A DAY

66% CONNECT AFTER

WORK THOUGH 35% AVG.

CONNECTED DURING THE

DAY**

30% OF 20-‐34y USERS

ARE IN INSTAGRAM

**6:30AM, 10:30AM, 1PM

A DAY IN THE LIFE

TONE OF VOICE MAIN CONTACT SM PLATFORM: INSTAGRAM

HARLEY-‐ DAVIDSON

OLDER MASS CULTURE

YOUNGER NICHE




ALTERNATIVEWhat we meanIndependent, non-‐conformist , innovator , experimenter.

What we donʼt meanSelf-‐centered, insurrecKonist, agitator.

How does ‘alterna^ve’ sound?The biggest changes in humanity come from the free and the rebel, be it science, culture or cuisine. These changes sKll happen all the Kme, but not everyone sees them when they do. We foster movements related with rebellion and change so that we can help things move forward -‐ and we can all ‘keep on rocking in the free world’. This doesn’t mean that we all have to go own our way. We see what’s under the obvious and enjoy the experience before it gets over-‐used and deformed in the mainstream.


CUSTOMER JOURNEY:

“I need to break from what society expects and follow my own path.”

“What if I don’t find anybody to ride with? Will I be able to?”

“I need to break free from normality -‐

and riding out of the city is just what I need.”

“H-‐D riders are doing authenKc stuff and their motorcycles are awesome.”

“Mainly old beards and daddies ride H-‐D now.”

“Riding in a H-‐D means

true riding.”

“Their bikes are powerful beasts -‐ and really easy to customize. Nothing sounds like an H-‐D”

“They’re too loud, heavy and expensive -‐ and bad for riding in the city.”

“What do these old dealers know? Too much effort”

“I already have hierarchies at work -‐ all I want is to break loose.”

“My ride needs to have the power & customizaôn only H-‐D has.”

“Let’s check with an authen^c

H-‐D dealer.”

“There’s a meaning in

small alterna^ve communiNes -‐ and I’m

open to help & share.”

“I can relate with dealer, they are authenKc. They know their stuff.”

“Young people have their own groups and everybody helps each other.”

-‐

PRIMARYDRIVERS

DESIRED RESPONSE

PRIMARYBARRIERS

+

STRATEGIC PRIORITY

Associaôn Interest: tangibiliNes Desire: emoNons Acôn Loyalty: recommendaNon GENERAL STAGE

persona development

Marketing