LAS VEGAS (Nov. 1) — From now on, "It´s Bridgestone or nothing."
That´s the message Bridgestone-brand customers and dealers will be hearing for the foreseeable future, according to presentations made to dealers attending Bridgestone/Firestone´s dealer meeting in Las Vegas.
"No longer will Bridgestone be the best-kept secret in the tire business," said Rob VanGorden of Richards Group Inc., the Dallas-based advertising and public relations agency hired by BFS earlier this year.
Richards Group will be positioning the Bridgestone brand at "drivers with higher standards," he said, "a premium tire brand engineered to get the best out of vehicles." The Bridgestone brand is pitched currently under "Passion for excellence."
Richards Group was awarded the BFNT account in mid-July but said a new campaign should debut in the first quarter next year. Other Richards Group´s clients include Hyundai Motor Corp., Accor North America/Motel 6, Corona and Corona Light beer brands and Home Depot USA Inc.
BFS has not settled yet on a new slogan for the Firestone brand, but VanGorden said it would include a reference to pride. "Then. Now. Forever. Proud. Firestone" was a work in progress screened for the audience.
·It´s time to put the Firestone brand back up on the mantel," he said, noting the brand strategy will be directed at drivers "who value substance over hype."
The current Firestone slogan is "A tradition of innovation."
The presentation of distinct Bridgestone- and Firestone-brand marketing strategies echoed statements made at BFS´s Bizcon meeting earlier this year for its commercial tires.