The world of car rental is fiercely competitive. But Avis turned their second-place status into a unique selling proposition ‘We Try Harder’ in the 1960s
🚗 The Challenge: Behind the industry leader Hertz, Avis needed differentiation and emotional connection.
🎯 The Positioning Strategy: Instead of pretending to be number one, Avis embraced their underdog status. They made the bold claim that because they were number two, they had to try harder.
💼 The Execution: With clear messaging, Avis communicated their commitment to providing superior customer service and relentless effort.
📈 The Results: Avis saw a 7% increase in market share, revenue growth, and a shift in public perception.
In an age of advanced marketing tools and growth hacks, Avis’ authentic thinking and communication shows why positioning has more priority over any marketing effort.
