Word: hertz
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Dates: during 1960-1969
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Following the lead of its U.S. licenser, Avis Transport of Canada Ltd. still needles Hertz with its "We try harder" buttons. Avis in Canada tries so hard, in fact, that it can no longer continue its underdog promotion and bill itself as No. 2 in the auto-rental business. With gross revenues of over $17 million in 1967, Avis is now No. 1 in Canada...
...bought an Edmonton real estate firm that became a subsidiary called Avord Holdings Ltd. Since then, Avord has built hotels and office and apartment buildings in Canada's major cities. Last fall Avis took over the garage in Montreal's Dominion Square building. One of its tenants-Hertz...
...report: "Harvard's Riesman rightly sneers at the spectacle of '150 Avises trying to become a Hertz.' " The quote is out of context; no sneerer, I was discussing how the many upwardly mobile institutions were raising faculty salaries and making recruitment difficult for the less affluent. I was not disparaging academic entrepreneurship, as my sympathy for Gould's ambitions should make clear...
...become better by renaming it a university, and a doctoral program without an adequate faculty is worse than none. Yet countless ill-equipped colleges are clamoring for the prestige of university status, and Harvard's Riesman rightly sneers at the spectacle of "150 Avises trying to become a Hertz...
...Boys Now. All this is Hertz's big push to counter the gains that have been made by Avis in the expanding car-rental market. Now Avis has changed its line. It has exported its popular "We try harder" campaign to Great Britain, has stopped its No. 2 talk at home. "We've reached a point where we are no longer the little second guy. We're big boys now," said William Bernbach, chairman of Doyle Dane Bernbach, which carries the over $6,000,000 Avis account. Now, D.D.B. has counted 47 bugs that plague car renters...