In this episode of Giant Stories, we sit down with Crissy Niese, the Senior Vice President and Chief Customer Officer of Tire Discounters, to explore how a Cincinnati-based, family-owned company has grown from a one-bay garage into one of the nation’s largest independent tire and automotive service chains.

Episode highlights include:

The origins of Tire Discounters and its family-owned ethos

Why storytelling is the foundation of Tire Discounters’ brand strategy

The surprising power of humor and humanity in a traditionally “unsexy” industry

Creating brand equity through cheeky signage, radio jingles, and character-driven ads

How Tire Discounters brings employees and customers into the brand narrative

Turning a transactional industry into a relationship-driven business

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