Harley-Davidson is one of the world’s strongest brands, synonymous with quality cruising motorcycles for over a century. By fostering a community of enthusiastic admirers they defined “social branding” before we had a name for it.

But I must explain to you how all this mistaken idea of denouncing pleasure and praising pain was born and I will give you a complete account of the system, and expound the actual teachings of the great explorer of the truth, the master-builder of human happiness. No one rejects, dislikes, or avoids pleasure itself.