Harley-Davidson, America's iconic motorcycle brand, started in 1903. It quickly became part of American pop culture, but the company has struggled in recent years. Some argue that it's due to the brand not appealing to young people. Harley-Davidson is looking to change its brand identity with the youth by focusing on its new products and messaging. Fast Company is the world's leading progressive business media brand, with a unique editorial focus on innovation in technology, leadership, and design.
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