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


Branding | Customer Service | Motivation | Strategic Planning | Marketing


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. He 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.

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 $70 million in donations.

Clyde Fessler, now retired, is considered by many to be the marketing guru behind the dramatic turnaround of Harley-Davidson. He is a man of vision, creativity, strategic thinking, and is now fulfilling his dreams by exploring the world on one of his four Harley-Davidson motorcycles.

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