Adami: “Are You With Me?”

About 20 years ago there was a rental car company that was on the verge of bankruptcy. It was the number 2 rental car company in an industry that was dominated by Hertz. After serious introspection, this company decided to base its marketing strategy-not on toppling the no. 1 player-but on a new concept of focusing on the consumer. The tagline: "We're number two, so we try harder." That company was and is Avis, a stronger number two rental car