Tyre labels present marketing communication challenge

By David Shaw, ERJ staff

Geneva, Switzerland — A range of senior executives have told ERJ that the advent of consumer labels on tyres in the EU presents a major challenge for marketing communications professionals.

Established marketing wisdom suggests that consumers can accept one or at most two marketing messages simultaneously. But the advent of tyre labels mean tyre companies must now present multiple messages to consumers.

Historically, a tyre maker may have presented itself as a leader in performance, or safety or comfort. However, with…

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