SOURCE: C-Suite TV

C-Suite TV

July 20, 2017 10:02 ET

How Harley Davidson Created Demand As Told On C-Suite TV

C-Suite TV's Executive Perspectives Live interviews the former Harley Davidson executive at the NSSF Shot Show in Las Vegas

NEW YORK, NY--(Marketwired - Jul 20, 2017) - Executive Perspectives Live, a primetime digital television show on C-Suite TV, features a one-on-one interview with Ken Schmidt, former Director of Communications for Harley-Davidson Motor Company. The episode was filmed at the Shot Show in Las Vegas. 

Schmidt sat down with host Jeffrey Hayzlett to discuss how in order to create demand while restoring a brand's image, you have to be not just different but original. They also discussed how companies need to be at the forefront of the marketplace and how they can achieve that by controlling the narrative, especially when looking to restore their image.

Schmidt tells Hayzlett, "Creating demand is what business is for." As a former communications director for a well-known brand, he discovered the hard way how brands and companies alike need to be original. He added that if people don't see something inherently different from a product or service, they take their business elsewhere. In order for a brand to be successful, customers need to see a significant effort being made to gain their loyalty, because at the end of the day, people have a choice about who they do business with. Schmidt says, "We're going to seek out and do business with people we like." 

Brands and companies walk a thin line when it comes to changing their image, especially when it's a recognizable brand. Schmidt says people tend to listen to what a brand says when they recognize it. However, the narrative might be a bit harder to control. He tells Hayzlett of two ways he views narrative as: 1) when the marketplace controls the narrative and people can say whatever they want, and 2) when the business owns the narrative, which helps them drive it and define it more strategically. Companies should always strive to help define what they want the public to say about them.

All episodes of Executive Perspectives Live are hosted by Jeffrey Hayzlett and can be seen on demand via C-Suite TV.

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business executives a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives. 

"We live in a world ruled by digitial and social media. Brands are very conscious about how they're perceived by the public and strive to control the narrative; however, the court of public opinion can have an adverse effect on the process," Hayzlett said. "This interview sheds light on how competition touches every part of the business and how brands need to be original in how they approach their customers for their loyalty."

For more information on TV episodes, visit www.csuitetv.com.

About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world's most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

About Jeffrey Hayzlett:
Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives Live on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on the CBS on-demand podcast network, Play.It. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world's most trusted network of C-Suite leaders. Connect with Hayzlett on Twitter, Facebook, LinkedIn, Google+ or www.hayzlett.com