The Tire Company That Accidentally Built Fine Dining
Most people know Michelin stars.
Far fewer know they were created by a tire company.
In this video, I break down one of the greatest content marketing plays of all time, how Michelin created a travel guide to get people driving, and ended up building one of the most influential institutions in the world.
It’s a lesson in brand building, media, customer acquisition, and why the best marketing often has very little to do with the product itself.
Because Michelin didn’t make people buy tires.
They made people want to go somewhere.
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