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THE ASK

Energize the Hertz brand with a strategic refresh of its identity and customer proposition.

THE CHALLENGE

Upgrade the brand platform while creating differentiation between product tiers, as well as between Hertz and sister brands, Dollar and Thrifty.

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SERVICES PROVIDED

Research & Insights

Customer Experience Optimization

Marketing

Product & Service Strategy

Brand Identity

Retail Concept / Experience

Marketing / Advertising

Web, Digital & Social Media

Package Design

Customer Segmentation

Brand Strategy & Positioning

Brand Activation

Name Generation

CONSULTING
BRANDING
CREATIVE
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Rodmell & Company has supported Hertz in the ideation, branding, creative and implementation of our Customer Experience strategy at over 100 sites across North America and internationally. They provide a unique blend of strategic, creative and executional capabilities and are a great team to work with.

CARIE BEEMAN

SENIOR DIRECTOR

Hertz – Customer Experience.

REDEFINING RETAIL

In optimizing the Hertz Ultimate Choice™ concept and creative, Rodmell conducted a comprehensive touch-point analysis and focus group research to examine reaction to:

  • Clarity of messaging

  • Concept “look and feel”

  • Updated lot layout

  • Ease of new wayfinding
    vs existing wayfinding

ULTIMATE CHOICE™

Rodmell improved Hertz’s customer satisfaction rating by creating Hertz Ultimate Choice™, an award-winning vehicle rental experience, in order to:

  • Increase brand interest

  • Create differentiation between loyalty levels

  • Elevate the brand

  • Offer competitive advantage

This customer-centric approach allows people to select from a range of vehicles, or upgrade to Hertz Ultimate Series™ to drive any high-end car of their choosing.

RETAIL EXPERIENCE

Rodmell developed a new retail concept, respectfully refreshing the 100+ year old brand by focusing on service, ease and convenience, with careful consideration for Hertz’s loyalty customers.

While incorporating elevated retail fixtures and finishes, the new experience is enhanced by digital features.