New Title by Former Harley-Davidson VP Analyzes Brand Overhaul

BLOOMINGTON, Ind., Sept. 12, 2012 /PRNewswire/ -- Rebuilding the Brand by Clyde Fessler examines what happens when a company's brand needs more than a face-lift. Fessler takes readers along for a ride through a complete brand overhaul. By examining the core principles of brand identity, development, and extension, Fessler demonstrates how these ideasâ€"paired with his unique "problems are in the office, solutions are in the field" leadership styleâ€"helped reestablish Harley as one of the most enduring and identifiable brands worldwide.

Fessler divulges the six key components of building and maintaining a powerful brand and reveals why breaking away from the pack can keep brands at the center of customers' attention. He also uncovers how turning negatives into positives can result in powerful marketing momentum.

"Clyde was truly one of the greatest leaders in Harley-Davidson's history," says Jeff Merten, former vice president and general manager of North American sales for Harley-Davidson Motor Company. "He helped lead Harley-Davidson to its current position as one of the top 100 brands in the world with market share leadership in virtually every customer segment. He always challenges conventional thinking and was a pioneer of the 'close to the customer' philosophy of marketing. He lives with the customer and understands the customer better than anyone. There is a lot of wisdom in Rebuilding the Brand. It should be required reading for any business school marketing class."

Clyde Fessler, retired vice president of business development for Harley-Davidson Motor Company, joined Harley-Davidson in 1977 as advertising and promotions manager, but was soon promoted to director of marketing services and later, general sales manager, director of licensing, and vice president of general merchandise.

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