3 benefits of the Michelin Guide for the brand
Posted: Sat Feb 01, 2025 10:23 am
The Michelin Guide was not an empty project, but it brought, and continues to bring, —more than a century after its creation— great benefits to the company.
That is, the guide has never been so popular and trusted, so much so that it continues to grow in reach and popularity.
Take a look at three benefits the brand achieved with the guide, both past and present.
1. Educate the market
Michelin's mission was not easy: to make the transition to a changing market, generating demand for a segment that was still small, but which would clearly be the future of transportation worldwide.
There was a need to educate prospects and generate demand iceland phone data for the product the company was offering, and the guide was the perfect way to provide all the information people needed.
Can you even think why the Michelin brothers published 35 thousand copies of the guide, more than 10 times the number of cars in the country at that time?
The idea was not only to educate those who already owned a vehicle, but also to provide information to people who wanted to own a car.
2. Establish yourself as an authority
Important decisions were made from the initial version of the guide, all of which were successful in establishing Michelin as an authority in tourism.
Choices such as abandoning ads and selling guides, placing critics to evaluate the establishments more carefully and paying attention to the content most relevant to the public were correct and increased the strength of the guide.
3. Becoming a landmark case worldwide
The guide case is considered one of the greatest examples of content marketing in history.
Think about what this means in terms of branding for the company.
Chances are, after reading this article, you and many others will never look at the brand the same way again or think of it whenever you need to change a tire.
The impact of this type of advertising, in particular, is impossible to measure, but you can be sure that it has helped Michelin maintain its position as one of the largest and most respected tire manufacturers in the world.
That is, the guide has never been so popular and trusted, so much so that it continues to grow in reach and popularity.
Take a look at three benefits the brand achieved with the guide, both past and present.
1. Educate the market
Michelin's mission was not easy: to make the transition to a changing market, generating demand for a segment that was still small, but which would clearly be the future of transportation worldwide.
There was a need to educate prospects and generate demand iceland phone data for the product the company was offering, and the guide was the perfect way to provide all the information people needed.
Can you even think why the Michelin brothers published 35 thousand copies of the guide, more than 10 times the number of cars in the country at that time?
The idea was not only to educate those who already owned a vehicle, but also to provide information to people who wanted to own a car.
2. Establish yourself as an authority
Important decisions were made from the initial version of the guide, all of which were successful in establishing Michelin as an authority in tourism.
Choices such as abandoning ads and selling guides, placing critics to evaluate the establishments more carefully and paying attention to the content most relevant to the public were correct and increased the strength of the guide.
3. Becoming a landmark case worldwide
The guide case is considered one of the greatest examples of content marketing in history.
Think about what this means in terms of branding for the company.
Chances are, after reading this article, you and many others will never look at the brand the same way again or think of it whenever you need to change a tire.
The impact of this type of advertising, in particular, is impossible to measure, but you can be sure that it has helped Michelin maintain its position as one of the largest and most respected tire manufacturers in the world.