The replacement tire maker is expected to deliver healthy double-digit earnings growth this year and beyond.

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We were looking at 90 minutes for a tow truck and then no idea how long to get a replacement tire.

FORBES: Measuring the Distance Between a Brand Promise and a Brand Experience

"You have to look at a Super Bowl ad as more than just a commercial, " says John Baratta, president of Bridgestone 's consumer replacement tire division.

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They control 60% of the lucrative replacement-tire market, and they can easily steer consumers to any brand they wish.

FORBES: Blowout!

After a one-point spike in replacement-tire market share in 2001, Goodyear brand tires slipped 1.5 points in 2002, to 15% of the U.S. market.

FORBES: Blowout!

And while Firestone remains the third-largest brand behind Goodyear and Michelin in the U.S. replacement-tire market, the crisis leaves it with a 7.5% market share, down from a high of 10.5% in 1999.

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