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BFNT promises differentiation of Firestone, Bridgestone truck tire brands

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"We're strengthening our brands to be independent of each other," Kurt Danielson, executive director of marketing, Bridgestone/Firestone truck and bus tires, told commercial tire dealers at Bridgestone Firestone North American Tire LLC's annual BizCon meeting this past weekend.

"Much of our marketing strategy is to create a dominant selling idea for each brand. We are moving to clearly define each of our brands."

Danielson said that the Firestone truck tire brand will be promoted as an "authentic American original," and its target audience will be small fleets and independent owner/operators.

The "dominant selling idea" for the Bridgestone truck tire brand is that it's the label "more leading fleets trust. These fleets are making an investment in total tire solutions delivered by professionals who understand the fleet model."

The Bridgestone brand will target large fleets "that are looking for much more than (a tire's) market value."

More than 530 dealers attended BizCon, a record for the event, now in its 10th year.

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