Traditionally, the belief is that advertising can, over time, create an influence that can shape behavior. There's also a view that looks at customers' behavior and then shapes a brand to tell a story that connects. For Harley Davidson, it tells a story of brotherhood and freedom. Watch 2-3 Superbowl commercials at You Tube Select a Superbowl ad and discuss: What story and positioning message is the brand telling? . What do customers feel like they are participating in? . How effective is this to build the brand? . Does this make you want to purchase these products? How was the ad received (hint: review news or social media feedback to listen to what others are saying)? Share the link to the ad you're discussing.