Ken Schmidt, Former CMO at Harley-Davidson & Martin Flaherty, Former Brand Advisor at Coca-Cola.
The branding visionaries behind Harley-Davidson iconic market positions.

The Brand Positioning with Ken Schmidt, former Director of Communications for Harley-Davidson, and Martin Flaherty, former Brand Advisor at Coca-Cola, was a groundbreaking event that empowered participants to refine their business positioning strategies. Hosted in October 2022, this dynamic three-day masterclass offered an unparalleled opportunity to learn from two legendary leaders in brand communication and marketing, each representing iconic global brands.

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On Day 1, participants engaged in a high-energy meet and greet, setting the stage for collaborative learning and networking. This gathering brought together business leaders and marketers eager to sharpen their positioning tactics and differentiate themselves in competitive markets.

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Day 2 featured in-depth discussions led by Ken and Martin, who shared their insights on identifying shortcomings in business positioning and crafting clear, consistent, and differentiating language. Participants learned to assess competitors’ go-to-market strategies, pinpointing their strengths and weaknesses, while creating a one-page summary of their competition’s positioning mistakes, uncovering growth opportunities. The evening concluded with a relaxed backyard grill dinner, giving participants the chance to unwind and continue the conversation in a more informal setting.

 

Day 3 focused on creating actionable strategies for marketplace branding positioning, as Ken and Martin introduced a simple tool for reducing complex ideas into effective positioning statements. Participants explored actions and behaviors in customer interactions, ensuring that their positioning language aligned with the desired brand image. The day concluded with a session on building a work culture that embraces the brand's positioning language, ensuring consistency across every touchpoint. A closing ceremony followed, where Ken and Martin presented signed certificates to participants. A photo session with the branding legends provided a memorable keepsake from the event.

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Attendees left the masterclass with clear, actionable insights on how to refine their brand’s positioning, differentiate in competitive markets, and create internal cultures that reflect their brand values. It was an unforgettable event that provided the tools and strategies necessary to achieve long-term marketplace success.