Page 69 - 100 Great Marketing Ideas (100 Great Ideas)
P. 69
behind—if Avis ever did catch Hertz, of course, the slogan would
no longer apply.
In practice
• Think about your main disadvantage, compared with the market
leader.
• Think about how that disadvantage can be seen as an
advantage.
• Express the idea in less than ten words.
• Make it punchy and memorable.
60 • 100 GREAT MARKETING IDEAS
