Seated next to the head of marketing for Harley Davidson Motorcycles, I asked the gentleman why Harley was the premium brand in the world of motorcycles, year after year. He responded:
We allow overweight middle-aged white guys to dress up in leather on the weekends and ride a Harley through small towns and villages scaring the hell out of locals.
That is about as succinct a description of a unique selling proposition as I have ever heard.
(Source unknown – but hey the writer is quoting some guy anyway).