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Inside Harley’s Cult-Like Loyalty | Ken Schmidt on Turning Customers Into Believers
What turns a near-bankrupt company into one of the most loved, tattoo-worthy brands on the planet?
In this episode, Ken Schmidt — the legendary former Director of Communications at Harley-Davidson — reveals the exact strategies that transformed Harley from chaos into a cult-like community of passionate believers.
This is the conversation every business leader, marketer, and customer experience professional needs to hear.
You’ll learn:
🔥 Why product improvements alone never create loyalty
🔥 How Harley reconnected with customers by showing up human first
🔥 The simple shift that turned riders into evangelists
🔥 Why community is the ultimate competitive advantage
🔥 How to build fans who proudly promote your brand
🔥 What most companies get wrong about storytelling and customer connection
🔥 How leaders can spark emotional resonance — at scale
Whether you're building a startup, leading a global brand, or trying to inspire deeper loyalty, Ken’s insights will change the way you think about experience, attention, and the true drivers of brand love.
If you want customers to believe in your brand — not just buy from it — this is where you start.
🔖 Timestamps
00:00 The Secret to Harley-Davidson's Turnaround
00:26 Introducing Ken Schmidt: The Voice Behind the Brand
00:47 The Early Struggles and Missteps
02:06 The Aha Moment: Shifting Focus from Product to People
03:58 The Power of Direct Customer Engagement
06:26 Building a Community and Creating Loyalty
09:36 Ken Schmidt's Insights on Brand Loyalty
26:31 The Role of AI in Maintaining Human Connection
30:20 Ken Schmidt's Motto for Leaders
31:52 Conclusion and Call to Action
Want more insights on transforming your business? 🚀
🔔🔥 Hit That Subscribe Button NOW!
🎯 Share These Game-Changing Tips with Your Network!
👍💭 Like and comment —we'd love to hear your thoughts!
Follow Jason S Bradshaw:
Website: https://jasonsbradshaw.com/
LinkedIn: https://www.linkedin.com/in/jasonsbradshaw/
Facebook: https://www.facebook.com/jasonsbradshaw
Instagram: https://www.instagram.com/jasonsbradshaw/
Twitter/X: https://x.com/jasonsbradshaw
Follow Ken Schmidt:
Website: https://kenspeaks.com/
LinkedIn: https://www.linkedin.com/in/ken-schmidt-5b08115/
Buy Make Some Noise: The Unconventional Road to Dominance: https://a.co/d/4DJFTNH
#HarleyDavidson #KenSchmidt #CustomerExperience #BrandLoyalty #Leadership #JasonSBradshaw #ChatsWithJason
View all episodes
By Jason S BradshawWhat turns a near-bankrupt company into one of the most loved, tattoo-worthy brands on the planet?
In this episode, Ken Schmidt — the legendary former Director of Communications at Harley-Davidson — reveals the exact strategies that transformed Harley from chaos into a cult-like community of passionate believers.
This is the conversation every business leader, marketer, and customer experience professional needs to hear.
You’ll learn:
🔥 Why product improvements alone never create loyalty
🔥 How Harley reconnected with customers by showing up human first
🔥 The simple shift that turned riders into evangelists
🔥 Why community is the ultimate competitive advantage
🔥 How to build fans who proudly promote your brand
🔥 What most companies get wrong about storytelling and customer connection
🔥 How leaders can spark emotional resonance — at scale
Whether you're building a startup, leading a global brand, or trying to inspire deeper loyalty, Ken’s insights will change the way you think about experience, attention, and the true drivers of brand love.
If you want customers to believe in your brand — not just buy from it — this is where you start.
🔖 Timestamps
00:00 The Secret to Harley-Davidson's Turnaround
00:26 Introducing Ken Schmidt: The Voice Behind the Brand
00:47 The Early Struggles and Missteps
02:06 The Aha Moment: Shifting Focus from Product to People
03:58 The Power of Direct Customer Engagement
06:26 Building a Community and Creating Loyalty
09:36 Ken Schmidt's Insights on Brand Loyalty
26:31 The Role of AI in Maintaining Human Connection
30:20 Ken Schmidt's Motto for Leaders
31:52 Conclusion and Call to Action
Want more insights on transforming your business? 🚀
🔔🔥 Hit That Subscribe Button NOW!
🎯 Share These Game-Changing Tips with Your Network!
👍💭 Like and comment —we'd love to hear your thoughts!
Follow Jason S Bradshaw:
Website: https://jasonsbradshaw.com/
LinkedIn: https://www.linkedin.com/in/jasonsbradshaw/
Facebook: https://www.facebook.com/jasonsbradshaw
Instagram: https://www.instagram.com/jasonsbradshaw/
Twitter/X: https://x.com/jasonsbradshaw
Follow Ken Schmidt:
Website: https://kenspeaks.com/
LinkedIn: https://www.linkedin.com/in/ken-schmidt-5b08115/
Buy Make Some Noise: The Unconventional Road to Dominance: https://a.co/d/4DJFTNH
#HarleyDavidson #KenSchmidt #CustomerExperience #BrandLoyalty #Leadership #JasonSBradshaw #ChatsWithJason