In October 2011 Hertz CEO, Mark Frissora, hired us to reassert the company’s market leadership position and to create meaningful differentiation in an increasingly commoditized category. During interviews, the executive team emphasized a desire to make Hertz better than the rest by returning to their roots as an innovator and by delivering the best customer experience.

“Fast”, “quick” and “easy” were among the top words used by research participants to describe the ideal rental experience. We determined that Hertz could again win on these critical dimensions, and differentiate from competitors. The brand mantra became “Hertz Reinvented: Fastest, easiest, most valued”.

The next step was to quickly bring the strategy to life—through internal vision and strategy cascade, business and operational change and a re-imagined customer experience. The “strategy into action” pyramid outlined the initiatives, identifying stakeholders and accountabilities. The creative manifestation of the strategy reinforced the speed and ease message with the introduction of the “streamline” graphic icon—travelling anywhere and everywhere effortlessly, symbolizing the energy and efficiency of the new Hertz. Reinvented customer touch points included an updated brand identity, physical environment design, buses, custom-designed employee uniforms and key messaging elements.

Hertz was quick to embrace the new vision and cascade it through the organization. Two First Fast Step locations quickly multiplied to a roll-out of 300 off-airport locations in the US, 10 of their largest airport locations globally and a number of flagship locations including Shanghai, London and Frankfurt—all being developed in tandem and rolled out in record time.

In 2012, annual sales reached an all-time high of $9.02bn, an 8.7% increase over 2011. The Road Trip by Hertz pilot stores hit their initial sales objectives and earned further rollout.