I just read in my textbook that in the rental car industry, Hertz used to hold a huge lead over Avis. There really is no distinction between one rental car company and another since they all use exactly the same products. Essentially, a rental car is a commodity. After scouring for EVERYTHING that would make them different from Hertz, they decided that the only difference between them and Hertz was that Hertz was number one and Avis was number two.

What did they do?

They did a ballsy marketing campaign that used the theme “We’re number two! We try harder!”

And it worked.

I’m laughing my ass off right now. That’s probably one of the most awesome marketing schemes I’ve ever heard of.