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Slogans/Taglines/Jingles - Branding Strategy Insider

Brand Strategy: AVIS Abandons Trying Harder

After 50 years of “We try harder,” AVIS Car Rental has announced that it will replace that slogan with a new one, “It’s your space.” When introduced, “We try harder” was lauded as a brilliant counterpoint to Hertz’s #1 position in the car rental industry. It was a strong brand promise that played off the belief that the #2 car rental company would work harder on a customer’s behalf.

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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