‘Like us on Facebook and you stand a chance to win a Ferrari, a spa day, a plane ticket to Alaska, …’ Okay so I don’t like Facebook and I’ve never heard of this damn company, but a Ferrari, like, like, like, like, like, like, LIKE …that 911 is mine baby.

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In 1983, Harley-Davidson faced extinction for the second time in 20 years. Twenty-five years later, the company boasted a top-50 global brand valued at $7.8 billion. Central to the company’s turnaround, and to its subsequent success, was Harley’s commitment to building a brand community: a group of ardent consumers organised around the lifestyle, activities, and ethos of the brand.