Beware the brand police! That was the perception facing Harley-Davidson’s Retail Environment Group (REG). Like many brands with indirect distribution channels, Harley-Davidson dealers are independent businesses. This put the REG in a tough spot – determining how to offer counsel and resources alongside less valued mandatory branding requirements. By embracing the independent spirit of Harley-Davidson, we helped the REG rebrand themselves as trusted advisors for dealers, rather than stodgy corporate bureaucrats.
