When experience is a commodity, brands cannot rely on marketing alone to create lasting customer relationships. In this revved-up keynote, Ken Schmidt, former director of communications, Harley-Davidson, crystallizes how the basic drivers of human nature need to be tattooed on the minds of every one representing and responsible for creating a brand. As competition heats up, creating emotional resonance is a strategic business driver that will make sure brands stay relevant in an increasingly disloyal culture with more options than ever.  Find out what worked for Harley Davidson and apply the biker mentality to your own brands to create rabid fans – with or without the leather.