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.
More Shows
In The Weeds with Jimmy Young
Pro Cannabis Media group is a media production company in the greater...
Sales Leadership with Jim Pancero
Sales leadership with Jim Pancero on C-Suite will help you become a...
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