The paradoxes of brand reporting
When Bridgestone asked, 'What's in a name?' at the beginning of its 2000 annual report, it wasn't just a rhetorical question. The company was coping with the fallout from the Firestone tire recall – perhaps the most traumatic product recall ever – which presented it with a real dilemma: should it eliminate the Firestone brand or even opt to rebrand the entire company?Bridgestone did neither. Instead, its new president pledged to restore confidence in Firestone and dedicated the
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