Honest acknowledgment is hardly an option in the field of business, where gloating over unreasonable claims is the order of the day. Back in the early 1960s, it was akin to a hara-kiri. But Robert Townsend, the new chief executive at Avis, the rent-a-car company, believed in using what is generally considered a weakness as their strength. That was perhaps his brief to the new advertising agency he hired, Doyle Dane Bernbach, after he had convinced the skeptical board members.
However, none of those board members had any clue of the shock that awaited them when Bill Bernbach of the agency presented a fresh set of creatives, written by their copywriter, Paula Green. The first line of the creative offered an honest acceptance of their position: ‘Avis is only No. 2 in rent a cars’. It was true since Avis was a distant second to the market leader, Hertz. However, it negated what was cast in stone by advertising pundits: never acknowledge a brand’s weakness. This was followed by an honest resolve: ‘So we try harder’.
The board erupted with consternation. It was sheer madness. Such a negative campaign was sure to ruin their brand forever. However, Townsend knew it’d strike a chord with the target customers. Bernbach was aware of the opposition to his presentation, which is why he had asked Townsend to obtain confirmation from all the board members that he’d have a free run to implement his ideas and they’d support him. The board had no choice but to reluctantly approve it. Bernbach had also cornered Townsend with the condition that the campaign wouldn’t be altered in any way and would be used exactly as the agency presented it.
The campaign was launched and was lapped up immediately. Though Avis could still not replace Hertz as the numero uno, within one year it had turned into a profit-making enterprise for the first time in thirteen years.
This case study shouldn’t be restricted to Avis alone. This philosophy ought to be followed in life. It might seem risky, but being forthright and honest about even our weaknesses is better than living in grandiose delusion. And even when you reach a certain peak in life, remember that there’s always much to learn and achieve, and we must convince ourselves to try harder. Simply put, honesty is a reality check, and it pays, without a doubt.
