ALLEN PARK, Mich. (Oct. 5, 2016) — Belle Tire Distributors Inc. has introduced “My Guy,” its new brand positioning based on its reputation as a company that can be relied on for affordable, dependable tires.
The rebranding began at the start of the fall tire buying season on Oct. 3 and marks the first effort of MARC USA, the advertising firm Belle Tire hired in July.
According to the tire retailer and distributor, the rebranding effort “conveys hard work and authenticity, reflecting Belle Tire's 94-year heritage,” and includes television, radio and digital advertising. The TV schedule is focusing on heavy prime time and sports programming in Michigan, Indiana and northern Ohio — Belle Tire's largest markets.
MARC USA also is working to leverage Belle Tire's sponsorships.
“We don't think of My Guy as a campaign,” Belle Tire President Don Barnes III said in a news release. “This positioning defines our brand and articulates what Belle Tire has always stood for from our beginning right through today. The people of Belle Tire are the difference.
“My Guy is about everyone at Belle Tire — behind the counter, on the service floor, in the distribution center — and our promise of quality and value to our customers. It's an internal rally call as much as a marketing message.”
Vivek Saran, MARC USA senior vice president/director of business strategy and innovation, noted that the new rebranding efforts are aimed at helping the 94-year-old business make emotional connections with increasingly important demographics such as women and millennials without missing the mark with middle-aged males.
It also is a response to the increasing pressures and competitions that many tire retailers face from big box stores and online tire retailers, according to the company.
In the coming months, Belle Tire said it plans to launch a new look on its website that will help complement its rebranding efforts.