Doyle Dane Bernbach's Avis success was built on not being the best

08/12/2013 | Slate

Avis consistently found itself behind car-rental leader Hertz but was able to return from a decade in the red in 1962 when ad agency Doyle Dane Bernbach compared the efforts it takes to be No. 2 to the complacency of being No. 1 in its "We Try Harder" ads. The underdog story helped Avis close the market-share gap from 32 points to 13 in just three years, and the campaign itself would last for 50 years.

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