16 Jun Clyde Fessler
Speaker: Clyde Fessler
Retired VP of Business Development at Harley Davidson, Marketing and Branding Author
- Rebuilding the Brand: How Harley-Davidson Became King of the Road
Keynote speaker Clyde Fessler, the retired Vice President of Business Development for Harley-Davidson Motor Company, played an integral part in their dramatic turnaround over the past 24 years.
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 lead the establishment of Harley Owners Group, which now has over 500,000 members and is the largest enthusiast club in the world.
As General Sales Manager in the early 1980s, he established new policies and programs, many of which are still in effect today. As Director of Licensing, speaker Clyde Fesslercreated a new business that has received national recognition, enhances the brand to the general public, and has added substantial financial value to Harley-Davidson.
As Vice President of General Merchandise, he repositioned the rider accessory department and led the MotorClothes team from $20 million in annual sales to over $100,000 million in a period of five years.
In the role as Vice President of Business Development, Clyde played a key role in developing strategic direction for the company.
Clyde Fessler is a graduate of the University of Notre Dame. He served on the Board of Trustees for the American Motorcycle Association and the Motorcycle Safety Foundation. He also served as an active liaison between the Muscular Dystrophy Association and Harley-Davidson… a relationship that has generated over $31 million in donations since 1981.
Clyde Fessler retired from Harley-Davidson in early 2002 and is now active as a consultant and motivational speaker. He enjoys exploring the world on one of his five Harley-Davidson motorcycles.
Rebuilding the Brand: How Harley-Davidson Became King of the Road
What happens when a company’s brand needs more than a face-lift? Author Clyde Fessler, former Harley-Davidson vice president of marketing and business development, takes you along for a ride through a complete brand overhaul. By examining the core principles of brand identity, development, and extension, Fessler shows how these ideas and others helped reestablish Harley as one of the most enduring and identifiable brands in the world.