Your Brand Is Not Your Logo : It Is an Experience that Lives in Your Customer's Gut

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 t...