Saying something profound about what sets Avis apart as a brand from all its competitors is critical. Car rental has become even more commercial than it was 50 years ago. With so many budget options and online aggregators, the last time I booked a car, I didn’t know who provided it until I picked up the keys. In an environment where many people think all car rental companies are the same, personality is vital.
This situation reminds me a bit of Coca-Cola, when it chose to move away from its most iconic strap “The Real Thing.” It now uses “Open Happiness,” a rather vague concept about being happy when you indian email address list drink cola (or at least I think that’s the message). To me, that took the truism about the brand – it’s the original, authentic, and the first brand that comes to someone’s mind – and changed it to something that could be true for any brand.
I don’t think Avis will lose “We Try Harder” because I’m nostalgic for a great advertising line. I think Avis is at risk of losing it because it stuck around for 50 years because it was about more than just advertising – it was about the business and how it worked. I’d be happily wrong if “It’s Your Space” ends up being more robust than it seems.
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