Award-Winner in the 'Business: Marketing & Advertising' category of The 2012 USA Best Book Awards, sponsored by USA Book News
"Clyde Fessler's legacy with Harley-Davidson is that he created the innovative programs and products that spread the intensely vertical brand and created products and services that anyone could embrace. Rebuliding the Brand is a testament to Clyde, the focused, educated, endeavored individualist who burst through walls of dogma to see that 'turning left' will set you free. It is also about building a brand, now one of the world's most recognized and popular brands, that at one time was primarily known as the motorcycle of choice for ruffians. Grandmothers didn't buy motorcycle T-shirts for their precious grandchildren before Clyde Fessler. They do now."
–Dean V. Bordigioni, Bordigioni Family Winery, LLC
What happens when a company's brand needs more than a face-lift? Author Clyde Fessler, former Harley-Davidson vice president of marketing and business development, takes you along for a ride through a complete brand overhaul. By examining the core principles of brand identity, development, and extension, Fessler shows how these ideas and others helped reestablish Harley as one of the most enduring and identifiable brands in the world.