Changing a Corporate Tagline

I’ve been discussing the tagline that my company, Hertz Corporation, currently promotes with a few copywriters. The two taglines we’ve got are:

“We’re Hertz. They’re not.

and

“We’ll Come and Get You.”

Both these headlines fail for a few different reasons. The first one doesn’t really accomplish anything. It basically says who we are, but doesn’t say why anybody should care. The second one is almost a direct rip-off of Enterprise’s tagline: “Pick Enterprise. We’ll Pick You Up.” Instead of copying what the competitor is doing, we should be taking a different stance. Also, with “We’ll Come and Get you” it sounds like we, or some fiendish ghoul, will be coming to “get” you. Hertz has been the leader in the rental car industry for many years, and I think our taglines should reflect that leadership.

I’m contemplating rethinking and rewriting our company taglines and proposing them to our corporate office. I’m wondering if anybody out there has attempted such a feat and what kind of results followed?

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