Clyde Fessler, an expert in branding and product positioning, breathed new life into Harley-Davidson, making the once-maligned motorcyle company a household name. In his position as vice president of business development for Harley-Davidson Motor Company, Fessler spent over 20 years building one of the most famous brands in the world. He played an integral role in the company’s dramatic turnaround, providing creative strategies, clever positioning and hard work. Fessler shares his strategies for changing consumer minds and motivates audiences to a renewed level of achievement.
Drawing on his success in addressing Harley’s management, manufacturing and marketing challenges, Fessler shows how to create a vision and a mission, build a brand, define goals and strategies, create customer loyalty by exceeding expectations and most importantly how to stay on track. Fessler joined Harley-Davidson in 1977 as the advertising and promotions manager and soon was promoted to director of marketing services. In that position he led the establishment of the Harley Owners Group, which now has over 500,000 members and is the largest enthusiast club in the world.
Fessler’s presentation captures the Harley-Davidson turnaround story and adds mystique: the ability of the brand to bring together, in unique and surprising ways, seemingly disparate combinations of products, people, processes, and experiences.
TOPIC
Strategic Marketing in Anxious Times
The Harley-Davidson marketing story explains the strategy that took a company on the verge of bankruptcy, to one of the top performing corporations on the New York Stock Exchange, and one of the most respected brands in the world. Clyde Fessler, the man behind the strategy, spent twenty-five years creating and leading the plan. He talks to audiences about how he created a strategy that has endured for over 20 years and enabled Harley-Davidson to be inducted into the Marketing Hall of Fame, and motivates organizations with his remarkable turnaround success.
