'Try Harder' Jingle Needs an Update in China

One of the most memorable slogans in modern U.S. advertising history was invented for a marketing assault by a little rental car company called Avis against industry leader Hertz.

Declaring "We try harder," Avis attacked Hertz by trumpeting what consumers might see as a weakness – its smaller size – and saying that its staff worked harder to please customers. Soon afterward, the company reported a swing from losses to profits.