When we rebranded Khrome Werks, an all-American manufacturer of high-performance exhausts, mufflers and other badass chrome for Harley-Davidson motorcycles, we knew where to go for real consumer insights: local biker clubs. When we got them in a room together, what we discovered was that performance isn’t everything — personality is. Every rider is different. And so is every customization. Everyone wants to build their own beast.
