Harley-Davidson, the Milwaukee-based motorcycle company, and Staples, the Framingham, Mass., office supplies retailer, were elected to the Marketing Hall of Fame, sponsored by the New York American Marketing Association, as 2001 inductees. They're being recognized for “outstanding jobs of building and sustaining their brands through smart marketing.”
The winners were elected by panels of experienced, senior-level industry leaders who identify the brands most deserving to be honored. The two companies will be inducted into the Marketing Hall of Fame during the 33rd Annual EFFIE Awards Show, presented by the New York AMA, on June 6, 2001, at the Marriott Marquis Hotel in New York.
According to the association's statement, Harley-Davidson will be honored for its “outstanding, enduring success in the marketplace for more than 25 years as a 'classic'brand. Since 1903, Harley Davidson has maintained essentially the same positioning. For motorcyclists and aspiring riders, Harley-Davidsonmeans an 'attitude'toward living that is both uncompromising and rooted in freedom, individualism and adventure. Harley-Davidson rejuvenated its great brand, revitalized the declining U.S. motorcycle industry, and achieved 15 years of consecutive record earnings and revenue growth right up to the present time.”
And Staples is the winner in the “current” category, which recognizes those who have built major brands within the last 15 years. “Tapping into a deep understanding of the frustrations and worries of smallbusiness owners,” said the announcement, “Staples invented the concept of the office supply superstore, bringing low prices and massive selection, previously only available to large companies, to home and small offices throughout the U.S. and in six countries abroad. The result: double digit same-store sales increases from 1994 to the end of 2000.”
The Marketing Hall of Fame was created in 1993 by the New York American Marketing Association “to recognize the valuable contribution that marketing makes to the American free enterprise system.”