In my opinion anyone who dismisses Morgan building their brand and actively marketing outside the traditional customer base as "marketing tat" is way, way out of touch and has already started to leave the modern world behind.
Undoubtedly, you are right there Peter!
But to be serious rather than tongue in cheek, the idea that MMC has a market position which will allow any significant brand marketing is in my view unrealistic. And I would question whether they have the resources to do the job properly anyway. Certainly its putting the marketing cart before the engineering horse. First get the product right.
Many companies have tried to emulate the HD example and some of them have certainly had the necessary product strength ( Porsche for example) but few if any in the motor industry have really succeeded . What people forget is that HD are selling the American image, the Malboro cowboy if you like, the Hells Angel. They are riding on the back of American cultural hegemony which dominates our world wide media. People buy HD bikes and HD tat because they want the American image
