Inside the Hells Angels' Brand Strategy

What do you mean, they haven’t sued the Pope yet?

In case you missed this New York Times piece over the holiday weekend, it’s a must read about how the Hells Angels have gone from being a bunch of criminals on motorcycles to being a real-life brand, complete with the merchandising, reputation management and lawsuits this shift entails.

While they do not technically have a PR rep, they do have a lawyer—and they appear love a good suing even more than they love the way their leather jackets perfectly complement their leathery complexions.

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