Brand Strategist
Indian.png

Indian Motorcycles

Main output: Brand repositioning
Approach: Don't run from your past mistakes - embrace them.

 

Indian Motorcycles

Indian Motor Square.png

Approach: Don't run from your past – embrace it.

Skills used: repositioning a challenger brand, creative brief writing, interviews, experience strategy

The market

Within the market of American motorcycles, the default is Harley-Davidson. Harley is loud, proud, and lifestyle-driven. It patented its engine rumble and proudly rests on its laurels.

Brand problem

Motorcycle enthusiasts and experts who wrench express a fondness for “Old Indian.” But because Indian has been bought and sold multiple times, they're holding their chips to see what happens under performance vehicle company Polaris. They’re playing coy now, but they’re still eyeing the brand.

Brand truth

Indian is a brand that embodies the mantra, “if at first you don’t succeed, just try, and try again.” Under Polaris, they’ve kept what’s amazing and improved what was not. Indians still have the same beautiful, traditional look, but have completely revamped what’s under the hood.

  They’re probably new to cycling and are not the conventional biker, but have always admired the devil-may-care style biking has stood for.

They’re probably new to cycling and are not the conventional biker, but have always admired the devil-may-care style biking has stood for.

Target

The (Soft) Crisis-haver

This target sized themselves up and decided that they didn’t like what they saw. But instead of seeking revolution like their midlife crisis-having counterparts, they’ve sought evolution. They want to do things right this time around and don’t like the 1-dimensional or static because it feels fake or too glossy.

Human Truth

America loves a good redemption story almost as much as they love an underdog.

Strategy

Indian is the comeback kid.

The creative

 
 

What I learned from this project

  • Deliberate evolution is no less valid a change than revolution.
  • I will probably own a motorcycle at some point. (Don't tell my mom.)

The Team

Carole Trickey, Strategist (hi!)
Will Luck, Copywriter
Annie Shepard, Art Director