Ken Schmidt, Harley-Davidson Motor Company’s former director of communications strategy, was first tasked with restoring the motorcycle maker’s image in 1985. Today, the company is considered one of most iconic examples of consumer and brand loyalty and Schmidt is widely regarded as a brand visionary. He’s now slated to share his strategies for success at IDFA’s Dairy Forum 2019, which will examine the path forward to growth and prosperity for dairy.

In his session, “Open the Throttle and Dominate Your Marketplace,” he’ll describe the path forward for dairy companies who want to build a vocal customer base, create a loyal corporate culture and develop leaders who inspire and motivate.

One key message he’s expected to share: Any company’s competitive edge is based on a story, not a product.

“We’re not loyal to the product, we’re loyal to the people who make or supply the product,” Schmidt said in a presentation earlier this year. “It’s not what we make, it’s who made it.

“If somebody made a little extra effort for me, that’s all it takes,” he added. “At the end of the day we all have a choice of who we can do business with. We’re going to seek out and do business with people we like, period.”

For more previews of Schmidt’s insights on dominating competition and brand loyalty, watch this four-minute video:

Dairy Forum 2019 will be held January 20-23 at The Ritz-Carlton Grande Lakes in Orlando, Florida. Registration is now open online.

View the Dairy Forum 2019 agenda.

For more information, contact Melissa Lembke, IDFA director of programs and partnerships, at registrar@idfa.org.