Avis we try harder campaign case study

We have previously accepted high-quality guest articles from select experts. We are not currently accepting guest articles at this time. Repositioning is changing the frames of reference. It is undercutting and undermining an existing concept or product, thus altering the market map and creating new opportunities for your brand.
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Brand Worms

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Positioning Examples

Alexandria ranks second in the country in most online giving, closely behind Seattle according to national nonprofit software provider Blackbaud, but only a few years ago, we were number one. While being number two is quite an accomplishment, it reminds me of an old Avis car rental company campaign-"We're No. Later this month-April we have the opportunity to prove that we do try harder with Alexandria's fifth annual online Spring2ACTion day of giving, located at www. Interestingly, this year's event aligns with Earth Day, another important national celebration with both local and global implications. The message for both efforts is simple: Individual action-donating during Spring2ACTion or submitting an idea to make our community greener-can make a difference. While a small donation during Spring2ACTion may not seem like much, coupled with the donations of others it can make a world of difference for those who benefit from the services provided by local nonprofits.
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Positioning Examples

These unforgettable campaigns were able to capture attention, forge an impression, and generate a response in ways that were truly extraordinary. Google believed this would support the theory that to come up with great digital advertising, you first need to come up with great advertising. Then, they tracked down the minds behind these masterpieces and gave them complete access to their platform of digital ad technology. Green worked with art director, Helmut Krone, to position Avis as a company that worked harder than its competitors to please the customer. The original ads were comprised of strong copy that described how Avis went that extra mile to do more and be more than the average rental car company.
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Decrease churn. Increase customer lifetime value. Reduce cost to serve. Attract and retain talent. Increase engagement.
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