This Element is an excerpt from Do You Matter?: How Great Design Will Make People Love Your Company (ISBN: 9780137142446) by Robert Brunner and Stewart Emery. Available in print and digital formats.

Lessons from the legendary Harley-Davidson: build a brand experience that takes on a life of its own!

There is a rumble: the deep-throated growl of twenty engines headed this way. Around the bend they come, two wheels each, glittering in the sun. Mom clutches the kids close. Then something strange happens. The bikers pull up, one by one, their bikes organized and shiny. They hug, joke, compare bikes. The insignia on each bike proclaims: Harley-Davidson....