Position or Perish: The Narrative Blueprint
Avis was losing $3.2 million a year; and they'd been unprofitable for thirteen straight. In 1962, they sat at number two in American car rental, well behind Hertz, with no plausible path to catching up. Robert Townsend, the new president, hired Doyle Dane Bernbach and asked them to do
My Comment
Linked is an excellent article about “positioning”. What it is, why it’s crucial, how to do it.