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Clyde Fessler Opens Marketing & Business Development Conference
Tuesday, August 2, 2016 6:25 AM

Rebuilding the Brand: How Harley-Davidson Became King of the Road

2016 Marketing & Business Development ConferenceDynamic speaker Clyde Fessler, the former VP of marketing and business development for Harley-Davidson Motor Company, is the opening keynoter at this year's Marketing and Business Development Conference Nov. 14-17 in Fort Worth.

What happens when a company’s brand needs more than a face-lift? Fessler 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.

Clyde's presentation addresses re-inventing a business with specifics on:

  • Building a brand
  • Customer bonding
  • Satisfying customer expectations
  • Changing the image of the company
  • Creating a vision and mission
  • Defining goals and objectives
  • Creating passion among management and employees
  • Changing the culture of the organization through a business process

Clyde Fessler is widely recognized as the brand architect in the dramatic turnaround of the Harley-Davidson Motor Company. His powerful presentations demonstrate the genuine passion surrounding the much-admired Harley brand, the experience of motorcycling and the attributes of freedom, adventure and individuality.

Fessler served in key executive positions at Harley-Davidson for 25 years, playing an integral role in the evolution of the company into a global community-building lifestyle brand with an extraordinarily loyal following.

Fessler is a graduate of the University of Notre Dame and has served on the board of trustees of the American Motorcycle Association and the Motorcycle Safety Foundation. He also played a key role in Harley-Davidson's relationship with the Muscular Dystrophy Association, which has generated over $70 million in donations as the primary charity of H.O.G.

Make plans now to network with credit union marketing and business development professionals at this unique conference, and enjoy an array of incredible food and beverages at the Vendor Fair and Reception on Tuesday, Nov. 15. To participate in the vendor fair or sponsor the event, please contact Corina Balsells at or 469-385-6642.

If you have questions regarding the conference, contact Training & Events at 800-442-5762 ext. 6642, or 469-385-6642 or email