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MAKING BIKES LOOK GOOD ENOUGH TO EAT?

Harley-Davidson has appointed Neil Grimmer as its first-ever brand president, reporting directly to Harley supremo Matt Levatich. He will be responsible for all aspects of branding, including product planning, marketing, retail, apparel and communications.

Grimmer graduated from the California College of the Arts and went on to gain a master’s degree in product design at Stanford University. He still maintains connections with academia as a Henry Crown Fellow at the Aspen Institute think tank. His qualifications for the Harley job are 20 years of brand-building experience, albeit mainly in the packaged food industry.

Most recently, Grimmer was founder and chief executive of Habit, billed as the world’s first personalised nutrition life science company. He also served in a “leadership role” at Campbell Soup and had been co-founder and chief executive of Plum Organics, which was acquired by Campbell in 2013. Prior to that, he was vice-president of strategy and Innovation at organic food and drink producer Clif Bar & Company and a senior designer for graphics consultancy IDEO.

Commenting on Grimmer’s appointment, Levatich effused: “Neil’s creative instincts, innovation mindset, deep brand and consumer experience and bottom-line orientation is critically important as we lead and inspire our teams and riders. He is joining us at a pivotal time, and his leadership qualities and affinity for who we are and what Harley-Davidson is all about will be a spark that ignites people to imagine what is possible for them.”

 

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