I ran across this article on Harley-Davidson, trending now due to the annual Sturgis motorcycle rally having taken place earlier this month.
Again, it speaks to a reality about consumers – different people have different values. Is a company in the business of alignment with social values or product values? How can a company learn what values drive purchases of its goods and services? Does reticence in identifying a company or its products with non-commercial values make sense from time to time? Or should a company position itself in the sweet spot of affinity for one, but not other consumers?