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Transforming Forsyth Rubber Products into a Global Brand
Sean Bender • Jamie Bowerman • Marshall Jamshidi • Danny Taft
Savannah College of Art and Design
SDES 704 • Applied Theory in Design
Professor Robert Fee
Winter 2011

FAST Branding Solution | Sean Bender | Jamie Bowerman | Marshall Jamshidi | Danny Taft2

FAST Branding Solution | Copyright 2011 | SDES 704: Applied Theory in Design | Professor Robert Fee 3
Contents
Design Brief 5
The Existing System 6
Reframe 1: The Brand Rainbow 8
Reframe 2: Working Outside of the System 10
Midterm Video 16
Reframe 3: Trust 18
Final Video 29

Design Brief
We set out to create Forsyth Advanced Solutions Tire (FAST), a
brand that could successfully be marketed to the public. Success
would be achieved by marketing FAST as a full service tire provider
and not just creating another tire in an already saturated market. We
will not change the tires manufactured by Forysth Rubber Products;
we will devise a strategy which will efficiently set our brand apart in a
crowded marketplace.
This project seeks to:
build FAST into a successful tire brand
identify the client and customer in order to understand and fulfill their
needs
understand, create, and employ effective marketing opportunities
and strategies
create a systematic approach to the creation and maintenance of a
successful brand.
•
•
•
•

The Existing System
A fabricator manufactures the tire and delivers the product to the
tire company who sells the tire at wholesale to a store buyer who
stocks the tire in retail stores nationwide.

At the store, the sales staff sells the tires to the customer who
decides on a model and has them installed.

Reframe 1: The Brand Rainbow
The Forsyth Brand Rainbow identifies consumer groups with similar
driving styles, car types, and budgetary concerns, and markets a
specific tire, branded with a color, to each of those market segments.
This allows the customer to avoid relying solely on the word of a tire
salesman, who holds a vested interest in their tire choice.

Reframe 2: Working Outside the System
By identifying unique and creative branding opportunities
overlooked by the current market players, we can set ourselves
apart in an already crowded marketplace.

1. Salesperson Focused Branding
2. Creation of a Customer Preference
3. Network Marketing
4. Services

Salesperson Focused Branding
The salesperson ordinarily presents the customer with three “best” options.
Getting into this top three is the challenge…and the opportunity. Sell to the
Salesman, Not the Customer!

Creation of a Predetermined Preference
Performance drivers know what tire they want before they enter the
store.
We want to create a predetermined preference in all customers
by giving them access to information usually held solely by
salespeople.

Network Marketing
Network marketing works because the sales force is a close and
trusted friend of the customer.
Tire sales, which hinge on trust, lend themselves well to this sales
approach.

Services: It's Not About the Tires, Stupid
Customers don’t want to think about their tires, they just want them to
work.
In other words, customers are looking for full-service solutions, which
we can provide.
By taking over the customer’s responsibilities for his tires, we absolve
them of the burden of choosing a tire.

Midterm Video

Our midterm video set out to accomplish three goals:
• describe the opportunity for the creation of the FAST brand
• introduce the existing tire-sales system
• present our reframing of the problem.
We argued that the $200 billion dollar yearly tire business presented
a missed opportunity for Forsyth Rubber Products. However, current
market leaders are firmly entrenched, and entry into the retail tire
business requires a unique approach to customers.
By focusing on ways to work outside of the existing tire retail system,
we were able to identify new ways to win over customers, who are
ill-served by the current sales dynamic.
Midterm Video

Reframe 3: Trust
After creating a hierarchical synopsis of our concepts, we were able
to identify the strongest ideas and develop them further. This layout
allowed us to reframe the problem a third time, with an emphasis on
the ways the current system falls short of customers' expectations.
When we reconsidered the problem, we identified that the underlying
issue in tire sales is the breakdown in customer trust.

The Brand Rainbow
Our Solutions
Reframe 3: Trust
The Fast Lane Fast Stat
Opaque Rating System Bait & Switch Promises Nitpicky Warranties
Breakdowns in Trust

Reframe 3: Trust
The Brand Rainbow
Competitor's TIre

By translating tire ratings into an easy to understand language we
empower the customer to guide their own tire selection. The tire
classification becomes a description of the customer’s driving style, a
persona, rather than an esoteric collection of letters and numbers.
This enables FAST to communicate directly with the consumer,
eliminating the need to trust the salesperson’s opinion.

The FAST lane is a single bay at selected service centers dedicated
solely to FAST customers. By scheduling our clients’ tire changes
outside of the retailer’s workflow, we insulate them from the everyday
delays and conflicts of interest that plague these tire retailers.
Reframe 3: Trust
The FAST Lane

Like the OnStar model, our monitoring service will track the driver's
tire condition and alert them in real-time to emergency situations and
required maintenance.
We can track tire pressure, wear, and age, and alert the driver to
regular maintenance, like tire rotations, keeping them on top of their
warranty.
Reframe 3: Trust
FAST STAT

Each of these solutions addresses one of the breakdowns
in trust we identified.
By combining them, we absolve the customer of the
responsibility for choosing a tire, free them from the waiting
game at the tire store, and take over the task of tracking
their tires.
All that’s left for them to do is become a subscriber and show
up for appointments.

By introducing customers to our services from
day 1, we build a relationship that will rid them of
these hassles for the lifetime of the car.
Reframe 3: Trust
Subscriber Base
Like OnStar and SiriusXM, we partner
with car manufacturers to have our
FAST tires and unique services
factory installed.

Like AAA and Enterprise, premium subscribers can have their car
picked up, serviced, and returned to them, without any interruption
to their daily routine.
Reframe 3: Trust
Concierge Service

Reframe 3: Trust
The Bottom Line
A successful business plan takes
more than simply offering a
product your customers want; it
must also be supported by sound
financial reasoning. Here’s how
the FAST branded subscription
service will boost our bottom line.
Capital investment requires a
predictable source of revenue.
Subscription payments are more
reliable than sales alone. By
providing services, rather than
just tires, we’re able to invest
in our company’s future with
confidence.
The subscription model allows us
toreceivepaymentforourservices
and products before we provide
them. By obtaining payment far
in advance of delivery, the time
value of money raises our margin
on each sale.
•
•

Final Video
After several weeks of research, reframing, and reconsideration, we identified a unifying theme: it isn’t about
the tires, or creating a better tire product, but about addressing the fundamentals of the existing tire distribution
system. By identifying not only where the breakdowns in trust occur, but how Forsyth Rubber Products can
work outside the existing system to reward the customers trust, we can build a better, stronger brand name
without making any alterations to our existing product line.
For our final video we identified the areas where the current retail system fails to reward the customers
trust and then set out to repair them in our FAST solution. The FAST solution was comprised of three main
components: the brand rainbow, the FAST Lane, and FAST Stat. While each component can stand as a
separate entity, they work best as part of a series of steps that guide the customer on a journey through trust
points –the FAST system– ultimately leading the customer to feel completely safe and protected under the
FAST umbrella of solutions. The trust built between Forsyth and the customer is so strong that the decision
as to which tire to choose for their car is completely taken out of their hands. In the final iteration of the FAST
solution the consumer starts with our tires, grows with our tires, and moves on to his next set of tires without
even having to raise a finger. The FAST journey will leave Forsyth Rubber Products with lifelong customers
who trust our service so much that they never want to think about their tires again.

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