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