During a virtual press conference livestreamed on July 8 from the company’s conference and training facility in Tokyo, Bridgestone Corporation unveiled its new global brand tagline: "Solutions for your journey". The tagline supports the company's Mid-Long-Term Business Strategy Framework, which was also launched at the press conference by Shu Ishibashi, Bridgestone Global CEO and Representative Executive Officer.
The new tagline and refreshed Bridgestone brand identity are part of the company's ongoing transformation and the evolution of its offering beyond tires and diversified products, to include advanced mobility and solutions. The Japanese tire giant outlined a vision of providing social value and customer value as a sustainable solutions company today, tomorrow and toward the future in 2050, contributing to society's advancement with care, confidence and creativity.
"The introduction of the Bridgestone 'Solutions for your journey' tagline signals our company's ongoing transformation to the world and communicates our long-term vision to be a sustainable solutions company," said Shu Ishibashi, "We consider this moment to be a "Third Foundation (Bridgestone 3.0)" in our company's history, with the "Original Foundation (Bridgestone 1.0)" being in 1931 when Bridgestone was established and the "Second Foundation (Bridgestone 2.0)" taking place in 1988 when Bridgestone merged with the Firestone Tire & Rubber Company. We are excited for the future as Bridgestone advances to offer world-class mobility solutions that deliver increased value for our customers and society."
The "Solutions for your journey" tagline is to replace the company’s existing brand tagline, "Your Journey, Our Passion”, and will be used across the world in all markets where Bridgestone has sales and operations. Bridgestone will begin leveraging the new tagline in the second half of 2020, with a full-scale launch planned for the first quarter of next year.