Continental Tire’s Brian Beierwaltes on Driving Brand Promise

This episode of DriveTime features Brian Beierwaltes, head of marketing, U.S. Passenger & Light Truck, Continental Tire.

Beierwaltes said he has institutionalized a simple question within the company — “Does this sell tires?” — as a key filter for marketing decisions. More specifically, it’s about whether such decisions help Continental Tire‘s dealer customers sell more tires and grow their business. Beierwaltes said the mindset helps the marketing team prioritize investments, evaluate new ideas and avoid programs that do not deliver meaningful results. Continental also incorporates feedback from dealer councils and direct customers to continually refine its programs and ensure they address dealers’ evolving needs and opportunities.

Source: Fleet Equipment