Kohler Business Lecture - Clyde Fessler
The Harley-Davidson marketing story explains the strategy that guided a company, which was on the verge of bankruptcy, to one of the top performing corporations on the New York Stock Exchange and also one of the most recognized brands in the world. Clyde Fessler, the man who developed the strategy, will join Lakeland College as a keynote speaker. He spent 25 years creating and leading the plan that built the Brand, a brand that was inducted into the Marketing Hall of Fame several years ago. Over those 25 years at Harley, he held many different management positions and retired as the Vice-President of Business Development in 2002. Fessler will spend time with the Lakeland body and discuss business strategy and shed light on how to build a brand. More specifically Fessler will talk about what his team did to reinvent the Harley brand, which is among one of the most brand loyal companies in America.