An expert in branding and product positioning, Clyde Fessler breathed new life into Harley-Davidson, making it a household name.

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Clyde Fessler, former 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 was soon 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, Clyde established new policies and programs, many of which are still in effect today. As Director of Licensing, Clyde created 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.

In his speaking with his audiences, Fessler shares his strategies for changing consumer minds and creating a passion for their product. He motivates audiences to a renewed level of achievement and inspires them to reach their goals with pride. Drawing on his success in addressing Harley’s management, manufacturing, and marketing challenges, Clyde 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.

Clyde 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 retired from Harley-Davidson in early 2002. He was recently named the CEO of Viper Motorcycle Co., a designer and manufacturer of super cruiser motorcycles. He is also active as a consultant and motivational speaker. In his leisure, he enjoys exploring the world on one of his five Harley-Davidson motorcycles.


Strategic Marketing in Anxious Times – The Harley-Davidson Marketing Story

Clyde’s signature program 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. This man behind the strategy, spent 25 years creating and leading the plan. He talks to audiences about how he created a strategy that has endured for over 20 years, enabling Harley-Davidson to be inducted into the Marketing Hall of Fame, and motivating organizations with his remarkable turnaround success.

This program touches on the following:

  • Building a Brand
  • Customer Bonding
  • Satisfying Customer Expectations
  • Changing the Image of a Company through the Business Processes of:
    • Creating the vision and creating the mission
    • Defining goals and objectives
    • Defining strategies
    • Staying on track
    • Creating passion at all levels

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