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Brand Turnaround by Karen Post

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Identify Your Core Buyer

Companies and brands that have turned around the most horrific situations consistently identify and prioritize their most important consumers and then craft both strategic communications and relationship-building programs to that group. Because they have so many constituents and public fiduciary duties, and their communications in certain areas are regulated, this is especially true for large and publicly traded companies. In fact, it is one of the most difficult things a brand team must master.

Now let’s take a look at how Harley-Davidson did it.

Harley-Davidson Brand Turnaround Story

The Harley-Davidson (H-D) Motor Co. was not an immediate success. In 1903, two Milwaukee youths, William Harley and Arthur Davidson, successfully ...

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