Ken Schmidt's keynotes offer actionable, industry-driven insight into effective public relations, branding and advertising. As the former director of communications for Harley-Davidson Motor Company, Schmidt has an astute awareness of what constitutes brand-building, profit-driving corporate positioning and what does not.
In 1985, Schmidt began working at struggling and lost Harley-Davidson. The company was confused as to how to define its brand in a changing marketplace replete formidable competitors from Germany and Japan. Through this haze confusion, Schmidt provided clarity. Rather than compete on a product by product level with other companies, Harley-Davidson should emphasize its brand, namely, tough, rugged motorcycles that don't necessarily need to be efficient or look slick.
After an illustrious career at Harley-Davidson Motor Company, Schmidt went on to assume an ownership position with the Chicago-based marketing firm, VSA Partners. Ken Schmidt's keynotes emphasize what he has applied throughout his career; that is, popularity among consumers is an essential quality of successful companies.