Abstract
AbstractThis article demonstrates a socio-semiotic problem – whether one brand could replace, substitute or supplement identity. It describes the postmodern situation in which the traditional meta-narratives need to be reinforced or even replaced by more adequate and resonating stories and it points out the place of “legendary” brands in it. The latter are based on cultural preconditions and their power should be reinforced by advertising. The cultural background of Harley-Davidson and its communication gives us a chance to take a deeper look at its storytelling process which attracts so many consumers. A couple of analyses and illustrations clarify its “DNA structure.”
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