Lee Lynch, the founder of Minnaopolis advertising agency Carmichael Lynch, which is a part of Interpublic Group is responsible for advertising such mega-brands as Harley Davidson, Porche and Gibson. Harley Davidson has been with Lynch for 22 years, and this consistency is at the heart of the brands success. Lynch understands what is the target market and what messages are relevant to them. Branding , accordingly to Lynch, does not just aim at making the brand popular. It is all about sticking to the core . Harley,  as you are aware, is a cult brand and very popular so to say. The advertising is thus kept a little on the dark side — a lot of happy people are not shown. They appeal to freedom  — freedom from the boss, from congestion and freedom on the open road. Harley is made an aspiring brand for the young in their 20’s and 30’s. Harley has many professionals who want to be bad on week-ends. Harley sold 2.76 lac bikes in 2001. The company has made this progress from near bankruptcy in 1984 to a company worth $ 3.3 billion. Lynch is worried about ad clutter. He wants company to understand the critical values of the brand.Coca Coca cola is physically just water and syrup. But it is great stuff. It is refreshing and represents American vallues. It makes it a big product.