Hog Wild Branding: One hundred years ago this month, Harley-Davidson was born. Born to be wild.

Riding the brand from the brink of bankruptcy in 1985, the company has become a marketing powerhouse by taking branding beyond motorcycles and attaching its ubiquitous logo to items ranging from toys to underwear to butt cheeks. Sales of general merchandise (products that aren't motorcycles or parts) totaled $231 million last year, up from $114 million in 1998. General merchandise accounts for almost 6 percent of Harley-Davidson's annual revenue, up from virtually nothing in 1982, when Harley first began licensing products.

Now, you can even get Harley gear for your pet. It was the pet's integral role in families that inspired executives at Harley-Davidson to create a line of apparel and accessories for the biker pooch when looking for "logical product brand extensions," said Ruth Crowley, the company's vice president of general merchandise. Crowley said executives were careful to uphold Harley-Davidson's brand image, making sure each item for the pet line "ties in logically and with the integrity of the brand." The effort has been very successful, she said. Since the pet products hit store shelves in 2000, the line has been selling at a higher rate than its launch, which sold out in the first week. "We're very careful not to be silly about it," Crowley added. "We try to restrict the line and distribution, so it's meaningful."

Who is HOG? With research by LucJam into Harley-Davidson customer demographics, Snark Hunting recently presented a feature article on Harley People. "When they're buying a Harley, they're buying an image and a lifestyle first, and a motorcycle second," Tim Conder, an industry analyst with A.G. Edwards & Sons Inc. brokerage firm, said of Harley buyers.

Time rumbles on. You only get one chance. See you at the party.