Fictional tire company, Forsythe Rubber Products, is a publicly owned corporation. They are an Ohio based manufacturer of tires for the OEMs whose customers include major branded tire manufacturers – Michelin, Firestone, Uniroyal, as well as mass merchandisers such as WalMart and Pep Boys. Forsythe has been a very successful company in the business-to-business sales model.

Feeling the pressure of its shareholders’ expectations for growth the management team has responded with a well-funded initiative, code named FAST–Forsythe Advanced Solution Tire, to create a proprietary branded product that would generate higher margins. This proprietary product will incorporate exciting new technology: colored rubber for tires.

The project is inherently complex: develop a design plan for a new brand that will change the way people think about a commodity product they care little about. The concept should appeal to and engage a new type of consumer through the integrated design of the product, brand, market communications, and extended retail experience that include:
> decision and purchasing environment
> information and communication
> service model
> cycle of ownership



The solution for Forsythe was derived when insights generated through primary and secondary research combined in “reverse the problem” thinking that led to an “a-ha moment” that his existing brand loyal behavior could enable Forsythe to create a model for recycling colored rubber. Additional insights informed the development of an easily readable wear indicator and a product cycle that captures value multiple times.

After applying Doblin’s Ten Types of Innovation as criteria, a decision was made to pursue multiple innovations resulting in a tire unlike any other on the market in both its life cycle design and commercial application. The internal design of the tire utilizes colored rubber so that it becomes a renewable resource for manufacturing partners while offering consumers the exclusive benefit of a UV treadwear indicator. This innovative colored rubber application, that is an easily visible indication of tire life, can significantly reduce the chances tires being driven past their safe tread depth. Integral to the model is a cycle of ownership that uses established consumer behavior of brand loyalty to ensure renewability, reduce environmental impact and reinforce market share.