• May. 5 2016
  • Janice Scheckter

How the HOGs rebuilt an iconic brand through community

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. 

  • May. 4 2016
  • Raashida Khan

Musical purists will say it’s not real production, but hey, it’s pretty cool

Whatever tools musicians use to make music, almost every song or piece of music is a result of collective effort; a collaboration has happened at some point along the way. Nowadays, it has become easier for musicians, producers and engineers to work across the globe, by sharing files or through live streaming. Live steaming, or jamming over Skype, can sometimes be challenging because of lag, but this has not stopped the growing number of songs and music being produced this way. 

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Communities could become one of your greatest assets in 2019

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