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Learn How to Rebuild Your Brand at Marketing and Business Development Conference
Thursday, October 13, 2016 6:35 AM

2016 Marketing & Business Development ConferenceWhat happens when a company’s brand needs more than a facelift? 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.

Fessler will be the opening keynote speaker for the upcoming Marketing and Business Development Conference in Fort Worth, Nov. 15-17, 2016. His presentation, "Rebuilding the Brand: How Harley-Davidson Became King of the Road," will address reinventing 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 FesslerFessler 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.

He 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. His dynamic presentation relates the Harley-Davidson turnaround story, detailing how the brand developed its own mystique by bringing together seemingly disparate combinations of products, people, processes and experiences in unique and often surprising ways. It is a story that resonates with business audiences across a wide range of demographic segments.

Fessler is the author of the 2012 book Rebuilding the Brand: How Harley-Davidson Became King of the Road, which is available on Amazon and through He 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. Fessler 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.

Credit union marketers and business development professionals from all levels of the organization and experience are encouraged to attend.

Learn More about the Marketing and Business Development Conference

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