When we consider the dawn of the global brand era, we often cite the genius of Madison Avenue, the 1960s and the Mad Men style of advertising and brand development. However, we’d be doing ourselves a disservice if that’s where our research began and ended. One of history’s most effective media strategies was devised 60 years before the days of Lucky Strike, IBM, Volkswagen, and the Marlboro Man. This is the story of two brothers, their tire company, and a media plan that would inspire the strategies that are prevalent today.
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