A classic story in life: In 1962, Avis was in search of a new advertising campaign. Since its inception, the car rental company had trailed behind the mar

A classic story in life: In 1962, Avis was in search of a new advertising campaign. Since its inception, the car rental company had trailed behind the market leader, Hertz. So the ad agency Doyle Dane Bernbach decided to embrace Avis’ second-place status as a sneaky way to tout the brand’s customer service. “When you’re only No. 2, you try harder,” went the new tagline. “Or else.” https://slate.com/business/2013/08/hertz-vs-avis-advertising-wars-how-an-ad-firm-made-a-virtue-out-of-second-place.html https://slate.com/business/2013/08/hertz-vs-avis-advertising...