Harley Davidson motorcycles may be overpriced and unreliable – but who cares! The most important thing they sell isn’t bikes, it’s dreams of personal freedom. Lars Voedisch explains how the world’s greatest brands don’t focus on what they sell, but on why they’re doing what they’re doing. He shows you how to express this messaging in your PR plan and how new brands can ensure they get this right from the start.
Hosted by Pippa Woodhead