I love to see people who are passionate about what they’re doing. American Chopper is a classic example. There’s so much belief, it shows in their product output. It’s also a fantasy brand.
Definition – Fantasy Brand: Brand which people can also consume vicariously, through media or secondary branded offers such as merchandising.
Football teams are also often fantasy brands. Think Manchester United and the ‘Theatre of dreams’
American chopper has it all, a single minded proposition, theatre, emotion, craftsmanship, autheticity, artistic integrity, and premium pricing. Put simply you’d seek them out to build your chopper, because it’s them. Very cool.