Option#3 Try to salvage the brand. Some questioned the wisdom of abandoning the century old Firestone name, with its rich tradition and millions of cumulative advertising dollars. They thought that with money, time, and creative advertising, Bridgestone/ Firestone should be able to restore its image. But to do so, Roger Blackwell of Ohio State University thought the company needed to make an admission of regret The lawyers will tell them not to admit blame But they need to do what Johnson& Johnson did when someone was killed by their product [cyanide tainted Tylenol]. A credible spokesman got on TV and had tears in his eyes when he spoke." An independent tire dealer who lost $100,000 in sales in 2000, but was confident of a rebound, supported this option: "The American public is quick to forget," he said.