SEMA Show, Day Two: BFNT reveals slogans for its top brands

Nov. 1, 2006

Bridgestone Firestone North American Tire LLC (BFNT) has revealed new slogans for its Bridgestone and Firestone brands.

The new tag line for Bridgestone is "It's Bridgestone or Nothing." The new slogan for the Firestone label is "A Tradition of Innovation."

The slogans were revealed yesterday at BFNT's dealer meeting in Las Vegas, Nev.

Rob Van Gorden, a principal in The Richards Group, a Dallas, Texas-based public relations agency hired by BFNT to help come up with the new tag lines, explained the brands' positioning at greater length.

"No longer will Bridgestone be the best-kept secret in the tire business," he told dealers. The brand will target "drivers with higher standards."

The plan for Firestone is to "put (it) back on the mantel for everyone to admire because that's where Firestone belongs." Firestone will be marketed to "drivers who value substance over hype," he said.