Harley Davidson has discovered that one of the most powerful ways to ensure it is investing in its customers effectively is to measure its own reputation. The company uses what one executive calls "active market intelligence" to monitor its performance against corporate reputation goals and to drive competitive moves. Moreover, it is measuring the impact of its campaigns in real time.

These capabilities proved important during Harley-Davidson’s 100th anniversary activities. Turns out, the media reported that the company's "Open Road Tour" was a giant motorcycle ride as opposed to an entertainment festival that would travel to 10 cities around the world. By scanning the horizon of stories and campaign responses, it was able to quickly determine that a mistake had been made and correct it before it proved costly.