Case Study: Avis restores its distinctive brand positioning with Starfish Branding Agency

Avis restores brand differentiation with Starfish after its "We Try Harder" campaign faded

The customer Avis faced a challenge where its distinct "We Try Harder" brand positioning had faded after its iconic campaign ended. In a highly competitive and high-ad-spend category, the marquis brand needed to restore its key point of differentiation by demonstrating its core attribute of trying harder. The vendor Starfish Branding Agency was engaged to address this branding issue.

Starfish developed the new brand idea "Red Stops at Nothing" to reflect the insight that Avis remained relentless in delivering clean, fast, and friendly customer service experiences. This solution was designed to visually and verbally demonstrate Avis's core attribute of trying harder across its branding and customer experience. The case study highlights the project's results, showcasing the agency's work on branding and integrated marketing for the client.

Avis