Business Built Right

Harley-Davidson & The Scent of Failure


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In 1996, Harley-Davidson thought they could bottle their rebellious brand into a luxury cologne. What happened next became one of the most epic brand extension failures in business history. Discover how a motorcycle company convinced themselves that rugged bikers wanted to smell like lavender and orange blossoms, why their loyal customers revolted, and the multi-million dollar lesson that taught corporate America you can't just slap your logo on anything.


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Business Built RightBy Shah M M, Industrial Designer, Business Strategy Consultant. [email protected]