My Rolex-Submariner took a licking, then stopped ticking
Sorry to be so late.
Here’s your weekend, almost half over, and I’m just getting around to posting this week’s 5.
I come with lame excuses. First, my knock-off Rolex stopped. Then the nice folks at Arment-Dietrich’s Spin Sucks blog kept me tied up much of Friday. Thanks again to them, and their whole blog community.
Back to the matter at hand: This is unofficially Lady’s Weekend. Our first two links celebrate women pioneers in advertising. Not because they’re women, but because of what they accomplished.
I first heard that Avis had dumped its classic tag line when I read Mickey Lonchar’s perfectly titled post, Avis Quits Trying Harder.
Who didn’t love We Try Harder, and the case study that goes with it? The early ads said “We’re Number 2. We have to try harder.” In fact, they were only #2 in a technical sense. As of 1962, they had not made a profit in years. But Avis’ market share and profits shot up dramatically with that brilliant campaign.
Why did Avis abandon the iconic line in favor of the less compelling “It’s Your Space”?
Was it a mistake?
Here’s some pointed insight from a former Avis advertising and marketing specialist. I found Donna Cusano at LinkedIn’s Chief Marketing Officer (CMO) Network Group. She has generously allowed me to quote her post liberally. (Thanks Donna!) Continue reading →