Perspective: Rough Road Ahead

Marketing a product as utilitarian as a tire has never been easy

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Historically, the marketers of performance-driven products have racked their brains to find ways of explaining their latest breakthroughs to the buying public. This tactic works great—until the specs get too tedious. Then it’s probably time to try a different tack. It’s hard to find better proof of that than the two ads here.

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