Project Name: Deeley Harley-Davidson® Canada

Project Description: Corporate Brand Positioning / Identity Management; Strategic and Organization Planning; Ongoing Brand and Business Advisor

Deeley Harley-Davidson® Canada approached LEVEL5 for corporate strategy and brand positioning assistance in 2003.

A critical point in the company's growth and evolution. As the Canadian distributor for Harley-Davidson® motorcycles, the company's owners and senior management wanted to ensure a solid corporate vision, mission and value proposition were in place to support growing demand for their "icon brand." They also wanted the new Vision, Mission, Value Proposition to unify a range of stakeholder groups in delivering a meaningful and consistent brand experience. LEVEL5 was asked to develop, educate and clarify the brand's strategy with riders, Retailer and internal associates in order to drive: loyalty, long term growth in brand equity, new business revenues and ultimately, shareholder value.

LEVEL5's continued partnership with Deeley Harley-Davidson® Canada has also evolved. Key contributions have included:

• created the 3 year Strategic Plan and imperatives to deliver the new Vision
• strategic development of the new corporate identity and messaging architecture
• establishment of the new Marketing organization, including role/ mandate definition, structure, core competency requirements
• creation of brand health tracking and consumer segmentation studies
• business and organization planning for Retailers and other internal departments

LEVEL5's brand strategy and planning assistance has helped define Deeley Harley-Davidson® Canada's point of difference in the competitive motorcycle category, and has contributed to record sales growth in the face of a flat market.

Deeley Harley-Davidson® Canada's relationship is a "best in class" example of the ongoing strategic brand advisors role LEVEL5 strives to deliver.