http://mokokoma.co.za/how-avis-made-the-best-of-%e2%80%94-not-being-the-best/ Mon, 12 Jul 2010 12:40:11 +0000 hourly 1 http://wordpress.org/?v=3.0 http://mokokoma.co.za/how-avis-made-the-best-of-%e2%80%94-not-being-the-best/#comment-4936 Mokokoma Mokhonoana Fri, 19 Mar 2010 20:25:15 +0000 http://mokokoma.co.za/?p=2174#comment-4936 Ujjayini Bezbaruah, That's quite an interesting question, I think that they can argue that that's how things are in Avis's native country — but the strategy actually loses meaning in countries where Avis is not the second leading car rental company. And on the other hand, "we try harder" will still make sense, so long as Avis isn't a leading brand in the particular country. Because a number 3,4,5... can still be relevant by claiming that they try harder and the fact that the line at their counter is shorter. So their slogan and brand strategy is not really fixed to "second best" only.
That’s quite an interesting question, I think that they can argue that that’s how things are in Avis’s native country — but the strategy actually loses meaning in countries where Avis is not the second leading car rental company.

And on the other hand, “we try harder” will still make sense, so long as Avis isn’t a leading brand in the particular country. Because a number 3,4,5… can still be relevant by claiming that they try harder and the fact that the line at their counter is shorter.

So their slogan and brand strategy is not really fixed to “second best” only.]]> http://mokokoma.co.za/how-avis-made-the-best-of-%e2%80%94-not-being-the-best/#comment-4935 Ujjayini Bezbaruah Fri, 19 Mar 2010 18:28:12 +0000 http://mokokoma.co.za/?p=2174#comment-4935 Thanks for sharing... It's an interesting strategy. A bold decison to publicly acknowledge its number 2 position. Would help in easy brand recall because of its slogan and also because of the advantage stated in the last line: “The line at our counters is shorter.” Was just wondering, since this is a global campaign and doesn't necessarily reflect the brand positioning in every country, isn't it slightly confusing?
Was just wondering, since this is a global campaign and doesn’t necessarily reflect the brand positioning in every country, isn’t it slightly confusing?]]> http://mokokoma.co.za/how-avis-made-the-best-of-%e2%80%94-not-being-the-best/#comment-4558 Mokokoma Mokhonoana Sat, 06 Jun 2009 18:06:21 +0000 http://mokokoma.co.za/?p=2174#comment-4558 mh, I think it's hard to outdo someone who publicly admit that you are bigger than them — but still manages to find a simple yet memorable and meaningful way for consumers to choose them over you. I think the issue from your proposed comeback is that while that is a solid argument to try win the consumers' hearts — it's way too long as opposed to the story Avis managed to attach to only three words — "we try harder." I believe it's better to have a story behind a brand that is easily evoked by the mention of the brand's slogan — rather than making the story itself, the slogan. Like in your example. Thanks for sharing your views.
I think it’s hard to outdo someone who publicly admit that you are bigger than them — but still manages to find a simple yet memorable and meaningful way for consumers to choose them over you.

I think the issue from your proposed comeback is that while that is a solid argument to try win the consumers’ hearts — it’s way too long as opposed to the story Avis managed to attach to only three words — “we try harder.”

I believe it’s better to have a story behind a brand that is easily evoked by the mention of the brand’s slogan — rather than making the story itself, the slogan. Like in your example.

Thanks for sharing your views.]]> http://mokokoma.co.za/how-avis-made-the-best-of-%e2%80%94-not-being-the-best/#comment-4557 mh Sat, 06 Jun 2009 16:36:06 +0000 http://mokokoma.co.za/?p=2174#comment-4557 i think its well played by Avis, but don't see why it's not possible for Hertz to come back swiftly with: "we didnt become #1 by accident.. we became #1 because customers love how we serve them.. we earned #1, one satisfied customer at a time.. use us, cause u deserve a lot better than 2nd best" ? http://mokokoma.co.za/how-avis-made-the-best-of-%e2%80%94-not-being-the-best/#comment-4556 Mokokoma Mokhonoana Sat, 06 Jun 2009 16:23:37 +0000 http://mokokoma.co.za/?p=2174#comment-4556 South African, Firstly, I so wished I could refer to you by your name. But I respect your choice not to mention it. I agree, this is from a worldwide perspective. I wasn't even aware that Hertz has a presence here in South Africa — which gets to show how much behind they are. I heard from a radio ad, regarding Imperial's rebranding to Europcar. I'm interested to see how their rebranding works out . I'm glad you've gotten new insights from this. Welcome and thanks for taking your time to share your views — it definitely adds value to this post.
Firstly, I so wished I could refer to you by your name. But I respect your choice not to mention it.

I agree, this is from a worldwide perspective. I wasn’t even aware that Hertz has a presence here in South Africa — which gets to show how much behind they are.

I heard from a radio ad, regarding Imperial’s rebranding to Europcar. I’m interested to see how their rebranding works out .

I’m glad you’ve gotten new insights from this. Welcome and thanks for taking your time to share your views — it definitely adds value to this post.]]> http://mokokoma.co.za/how-avis-made-the-best-of-%e2%80%94-not-being-the-best/#comment-4555 South African Sat, 06 Jun 2009 16:00:45 +0000 http://mokokoma.co.za/?p=2174#comment-4555 Very interesting. Having worked for a company before that was second largest, it's given me new insights. Of course the article is from a worldwide perspective. In South Africa Avis is in fact the largest, with Hertz some distance behind. What's shaken things up a bit in the "boring" SA car rental industry, is Imperial Car Rental changing their branding to Europcar from 1 June....watch this space.
Of course the article is from a worldwide perspective. In South Africa Avis is in fact the largest, with Hertz some distance behind.

What’s shaken things up a bit in the “boring” SA car rental industry, is Imperial Car Rental changing their branding to Europcar from 1 June….watch this space.]]>