Clyde Fessler Headshot
Report a problem with this profile
[email protected]

Clyde Fessler  

Former VP of Business Development, Harley-Davidson Motor Company

The Harley-Davidson marketing story explains the strategy that guided a company on the verge of bankruptcy to become one of the top performing corporations on the New York Stock Exchange, and one of the most recognized brands in the world. Clyde Fessler, who retired from Harley in 2002, was the man behind that strategy.

Fessler spent almost 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 the motorcycle company, he held many different management positions including: Director of Marketing, General Sales Manager, Vice President of General Merchandise, Vice President of Parts and Accessories, Vice President/Managing Director of Europe and Vice President of Business Development.

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 $70 million in donations.

Now fulfilling his dreams by exploring the world on one of his four Harley-Davidson motorcycles, Clyde Fessler is considered by many to be the marketing guru behind the dramatic turnaround of Harley-Davidson. Sharing his secrets with audiences around the country, he is a man of vision, creativity and strategic thinking.

Videos


Speech Topics


Strategic Marketing in Anxious Times

The Harley-Davidson marketing story 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. Clyde Fessler, the man behind the strategy, spent twenty-five years creating and leading the plan. He talks to audiences about how he created a strategy that has endured for over 20 years and enabled Harley-Davidson to be inducted into the Marketing Hall of Fame, and motivates organizations with his remarkable turnaround success.

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.

Brand Building: Organizations/Individual

Customer Relations: Bonding With Your Customers

Selling a Lifestyle Rather than the Product

Providing an Experience: Involve Your Customers

Developing Unique Marketing Strategies

Thinking Outside the Box

Related Speakers View all


More like Clyde