“Avis is only No.2 in rent-a-cars.
So why go with us? We try harder… ”
In the early 60’s, Avis turned its floundering company around with this new positioning statement. For years Avis lost money, but after months of research, and the development of this new positioning campaign, their profits skyrocketed into the millions.
The most successful positioning statements are simple to understand and repeated year after year after year… “We try harder” is still the “soul” of the Avis brand over 45 years later.