How Harley Davidson Created Demand As Told at NSSF
Join the one-on-one interview with Ken Schmidt, former Director of Communications for Harley-Davidson Motor Company. This episode was filmed at the Shot Show in Las Vegas.
Schmidt sat down with host Jeffrey Hayzlett to discuss how in order to create demand while restoring a brand’s image, you have to be not just different but original. They also discussed how companies need to be at the forefront of the marketplace and how they can achieve that by controlling the narrative, especially when looking to restore their image.
Schmidt tells Hayzlett, “Creating demand is what business is for.” As a former communications director for a well-known brand, he discovered the hard way how brands and companies alike need to be original. He added that if people don’t see something inherently different from a product or service, they take their business elsewhere. In order for a brand to be successful, customers need to see a significant effort being made to gain their loyalty, because at the end of the day, people have a choice about who they do business with. Schmidt says, “We’re going to seek out and do business with people we like.”
Brands and companies walk a thin line when it comes to changing their image, especially when it’s a recognizable brand. Schmidt says people tend to listen to what a brand says when they recognize it. However, the narrative might be a bit harder to control. He tells Hayzlett of two ways he views narrative as: 1) when the marketplace controls the narrative and people can say whatever they want, and 2) when the business owns the narrative, which helps them drive it and define it more strategically. Companies should always strive to help define what they want the public to say about them.
Season 10 Episodes
Houman Motaharian, LendingPoint
Houman Motaharian, President of LendingPoint, sat down with host Jeffrey Hayzlett to talk about the reasons point...
Jason McCann, Varidesk
Host Jeffrey Hayzlett sat down with CEO and Co-Founder of Varidesk, Jason McCann...
Jill Kaplan, President of New York/New Jersey Region, United Airlines
Host Jeffrey Hayzlett sat down with Jill Kaplan, President of New York/New Jersey...
Marc Kidd, CEO of Captivate
Marc Kidd, CEO of Captivate, sat down with host Jeffrey Hayzlett to talk...
swipe to see more
Season 9 Episodes
Mark Eaton, CEO of 7ft4.com
Mark Eaton, CEO of 7ft4.com, talked to host Jeffrey Hayzlett about the...
Tim Wales, Kadima.Ventures
Host Jeffrey Hayzlett sat down with Tim Wales, CEO and Co-Founder of Kadima.Ventures...
G. Scott Paterson- FutureVault, Inc.
Host Jeffrey Hayzlett sat down with the Executive Chairman and Founder of...
Scott Wells- Clear Channel Outdoor Americas
Scott Wells, CEO of Clear Channel Outdoor Americas, sat down with host...
CPA Annual Meeting: Mergers and Acquisitions: Starting, Growing and Exiting Strategies Panel
It’s almost inevitable that a company will be sold or acquired and...
CPA Annual Meeting- Sales and Customer Service Panel
Jason Forrest, CEO and Chief Culture Officer, FPG (Forrest Performance Group), Tony...
CPA Annual Meeting- Navigating the Changes Affecting the Contract Packaging Industry Panel
Host Jeffrey Hayzlett sat down with Tom Landry, President & Co-Founder, Allegiance...
CPA Annual Meeting – State of the Contract Packing Industry Panel
Host Jeffrey Hayzlett sat down with Tim Koers, President, Contract Packaging Association...
swipe to see more
Season 8 Episodes
Greg Chalker, Head of Emerging Channels at Capital One Spark Business Card
The banking industry is known for being highly regulated and rigid in...
Randall Bell, Ph.d. – Socio-Economist and CEO, Landmark Research Group
Randall Bell, socio-economist and CEO of Landmark Research Group, sat down with...
Sudhir Kulkarni, President of Sales at Persistent Systems
Sudhir Kulkarni, President of Sales at Persistent Systems, sat down with host...
Peter Friedman – LiveWorld
Peter Friedman, Chairman and CEO of LiveWorld, sat down with host Jeffrey...
Jim Amos- Mailboxes/UPS
Jim Amos, Founder and Chairman Emeritus, Mailboxes, etc., sat down with host...
How Harley Davidson Created Demand As Told at NSSF
Join the one-on-one interview with Ken Schmidt, former Director of Communications for...
swipe to see more
Season 7 Episodes
John Haber, Spend Management Experts
John Haber, Founder and CEO, Spend Management Experts sat down with host...
Max Scheder – Bieschin, Ekso Bionics
Max Scheder -Bieschin sat down to talk about how Ekso Bionics is investing...
Alan Gellman, esurance
Alan Gellman, Managing Director and Chief Marketing Officer, esurance sat down with...
swipe to see more
Season 6 Episodes
Neal Campbell, CDW
Neal Campbell, Senior Vice President, Strategic Solutions and Services at CDW, talks...
Sudhir Kulkarni, Persistent Systems
Sudhir Kulkarni, President, Digital at Persistent Systems, believes there has been a...
Barbara Jones, Consul General of Ireland in New York
Barbara Jones, Consul General of Ireland in New York, talked about the...
Nancy Gibbs, TIME
Nancy Gibbs, Editor-in-Chief of TIME, talked about a number of issues surrounding...
swipe to see more
Season 5 Episodes
Alan Fine, InsideOut Development
Host Jeffrey Hayzlett talks to Alan Fine, Founder and President InsideOut Development...
Matt Preschern, HCL Technologies
Matt Preschern is the Executive Vice President and CMO at HCL Technologies,...
Faith Popcorn, BrainReserve
Faith Popcorn is often referred to as the “Nostradamus of marketing” for...
swipe to see more
Season 4 Episodes
Ranjana Clark Head of Transaction Banking, MUFG of the Americas
When it comes to innovation, every industry has a hand in shaping...
Bob Vescio, Verizon and Emily Mossburg, Deloitte
Every business is worried about cyber security and how such breaches hinder their...
Dan Nelson, Nelson Schmidt
Dan Nelson defines ‘considered purchase marketing’ as something that has an emotional...
Linda Kaplan Thaler
Linda Kaplan-Thaler is a true force in the advertising industry. Throughout her...
Rob Harles, Accenture
Rob Harles, Managing Director and Global Head of Social Business for Accenture...
Doug Albregts, Sharp Imaging and Information Company of America
Doug Albregts, president of Sharp Imaging and Information Company of America, realizes...
swipe to see more
Season 3 Episodes
Tony Hunter, Chicago Tribune Media Group
Tony Hunter became the Publisher and CEO of the Chicago Tribune in...
Chuck Lovelace, Liberty Tax Service
After the signing of President Obama’s signature legislation, the Affordable Care Act,...
Janet Schijns and Bryan Sartin, Verizon
Every company, every individual is vulnerable to digital attacks and you may...
swipe to see more
Season 2 Episodes
Matt Preschern, HCL Technologies
Matt Preschern, EVP and CMO of HCL Technologies, who is a global...
Andy Frawley, Epsilon
Client engagement and experience is an essential part of your company’s success....
swipe to see more
More Shows
Backstage Pass with Jeff Senour
Backstage Pass With Jeff Senour Pilot by day and Rocker by night, this...
“Help My Business!” with Andrew Lock
“Help My Business!” is a free Online TV show that helps entrepreneurs...
The Celebrity Perspective with Ashley Berges
Where intimate and authentic conversations sprout organically, between your favorite celebrities and...
Revolution with Brian Solis
Revolution, hosted by award-winning author, technology analyst, and futurist Brian Solis, connects...
Kit Welchlin’s Most Requested Presentation Topics
Kit’s gift is his ability to transform a passive audience into active...
The McCuistion Program
Talking about things that matter with people who care... The McCuistion Program...
Garrett Sutton on Asset Protection, Corporate Entity Structure and Paying Less in Taxes
Garrett Sutton has worked with small business owners to have the inside...
Today’s Premier Experts
Welcome to Today's Premier Experts on the C-Suite Network, hosted by Global...
Kevin Neff’s Speaking of Success™
Kevin Neff is an award-winning brand creator, video producer and television show...
THE SPOTLIGHT with Roger Maloney
"The Spotlight" hosted by Roger Maloney! This show will shed light on...
Behind The Raine
Raine Magazine presents... Behind the Raine. How does food, fashion, and adventure fit into...
Run Towards The Roar with Jason Forrest
"What does it take to be a successful entrepreneur?" asks C-Suite Executives....
Alan Olsen’s American Dreams
Each week, Alan interviews guests have proven themselves as exceptional entrepreneurs and...
The DEAN’s List with Dean Lindsay
The DEAN's List w/ Dean Lindsay, DeanLindsay.com, is C-SUITE Network TV's UPBEAT...
Mind Your Business with Yitzchok Saftlas
Yitzchok Saftlas is the founder and CEO of Bottom Line Marketing Group,...
Above The Clutter with Pete Krainik
In this a hyper connected era where busy C-Suite business leaders have...
Amazing Business TV with Shep Hyken
On Amazing Business TV on the C-Suite Network, Shep Hyken, professional keynote...
C-Suite with Jeffrey Hayzlett
Journey to the top of corporate America and head inside the boardroom...
swipe to see more