Episode 94: Continental Tire Head of Marketing Brian Beierwaltes on Driving Brand Promise

Brian Beierwaltes, head of marketing, U.S. Passenger & Light Truck, Continental Tire, said he has institutionalized a simple question within the company — “Does this sell tires?” — as a key filter for marketing decisions. More specifically, it's about whether such decisions help Continental Tire's dealer customers sell more tires and grow their business. Beierwaltes said the mindset helps the marketing team prioritize investments, evaluate new ideas and avoid programs that may be interesting but do not deliver meaningful results.