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Having spent decades building an iconic motorcycle brand that once symbolized youth more than any other, Harley-Davidson has spent the last decade focused on bridging the generation gap between loyal boomer customers and new millennial fans.
Speaking at the Association of National Advertisers' Masters of Marketing event in Orlando, Mark-Hans Richer, Harley-Davidson svp, global CMO, made the case that for brand marketers, young people don't own cool, growth or innovation. Old people, he said, are in fact a growth market, and the decision to reach one or the other should not be a zero-sum game.