Jun 4, 2024
Ken Schmidt grew up in State College, Pennsylvania, where the
vibrant campus life of Penn State University in the 60s shaped his
early years. Despite his parents' lack of interest in
motorcycles—his mother being a nurse and his father an engineer—Ken
developed a passion for them at a young age. Ken majored in
marketing and embarked on a career in PR in Chicago, working across
various industries, including the fascinating funeral industry.
During a marketing association meeting, Ken discovered that no one
wanted to handle Harley-Davidson's account due to its poor
reputation in 1985. Undeterred, Ken saw this as a unique
opportunity and passionately pursued it, feeling it was his
calling.
Ken moved from Chicago to Milwaukee to join Harley-Davidson at a
critical juncture in the company's history. Tasked with improving
the company's image and attracting investors, Ken faced the
challenge of distancing Harley-Davidson from its negative
associations with criminality and biker gangs. He and his team
redefined the brand by emphasizing a lifestyle of freedom and
community, making people feel good about themselves and part of a
larger group. Through grassroots marketing efforts, Ken and his
team engaged directly with riders, gathering feedback to understand
their needs and improve offerings. By fostering a strong social
aspect around the brand, they built loyalty and revitalized
Harley-Davidson's image, leading to its resurgence.
Ken's main message for businesses is to compete on identity rather
than products. He believes in emphasizing unique human aspects and
building strong emotional connections with customers, making the
business more memorable, attractive, and distinctive. During
financial hardships, Harley-Davidson couldn't rely on expensive
advertising. Instead, Ken's team focused on grassroots marketing,
organizing events and engaging directly with the audience. This
personal engagement created a sense of community and loyalty,
making customers feel part of something special.