On this episode, we'll be discussing the topic of branding based on a legendary icon in the recreation world. I welcome Robert Grede to the show to talk about his book Rebuilding the Brand: How Harley-Davidson Became King of the Road.

In the early 1980s, Harley-Davidson was on the verge of bankruptcy. In the public's opinion, the quality was substandard. Harleys leaked oil and were often broken down. Today, Harley-Davidson is a model brand. And It isn't just a motorcycle company anymore. It is a community, a look, a source of self-expression, an all-American appeal for freedom—all expressed in one little logo.

So What happened? How did they turn things around? On this episode, Robert will be sharing the story.

He ghostwrote the book after spending days with Clyde Fessler, a man who held several positions within Harley, from the head of marketing services to VP of business development.