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.
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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.
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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.