About Ken

Ken Schmidt is widely known as one of the business world’s most outspoken and provocative thought leaders and has partnered with many of the world’s most successful brands including Harley-Davidson.

As a specialist in corporate positioning and media relations, Schmidt was asked to work with the then-struggling Harley-Davidson to help restore the company’s image and create demand for its motorcycles. Within a few short years, Harley-Davidson became one of the most visible and frequently reported-on companies in the world, while sales of its motorcycles rocketed upward. Schmidt became director of Harley-Davidson’s corporate and financial communications and served as its primary spokesperson to the media and the financial communities. He appeared numerous times on network news programs and was frequently called upon by business media to share his insights on non-traditional communications, customer attraction, and brand-building. 

 

 

Fierce Loyalty: Dominating in a Commoditized Market

When customers care more about what they’re paying than who they’re buying from, businesses lower prices to stay in the mix, which breeds commoditization and kills loyalty. While leaders in every industry are focusing inward to improve efficiencies—when they should be focusing outward to improve their competitiveness—the passing lane’s wide open for small players to make a run to the front of the pack. Ken Schmidt can show you how to do that.

As a major player in one of the world’s most celebrated turnarounds, he helped transform Harley-Davidson from a laggard in a me-too market into one of the world’s most beloved and dominant competitors. In this hands-on, how-to session, Ken will teach you how to position your business to ensure that it’s memorably different than competitors and how to strengthen your reputation so your customers stay fiercely loyal and refer you to others, even when your prices are higher.

 

TICKETS

Tickets are $50 each or $325 for a table of eight.

Register
Presentation
Fierce Loyalty: Dominating in a Commoditized Market
Hall B
9:30 - 11 a.m.
Presentation
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