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Hertz changes its logo
Hertz, the rental car company, just changed its logo.
I occasionally have fun commenting on companies that spend millions of dollars changing their logo without ever talking to customers.
But this one - if it's true - is really notable. Apparently Hertz conducted customer research - a 25- to 30-minute survey, including live-chat Q&A, according to one person - just to get feedback on the new logo. Just reactions to the graphical change. Not about what being a customer of Hertz is actually like, or why people choose Hertz (or not) over its competitors. Just the logo.
Translation: yes, they did customer research. But no, it still wasn't directed toward improving the customer experience.
What has to happen before large companies take an authentic interest in improving the customer experience? (I'm biased, but I've seen lots of companies dramatically improve their business metrics with some simple, common-sense research.)
It sounds like Hertz has the process backwards: create a logo and build the brand off of it.
Is there really anything wrong with that method? As opposed to finding out what your brand currently is and building a logo from that.
I can't even begin to think of the "why?"
rebranding is generally driven (no pun intended) by a market need, internal necessity or larger growth strategy.
Simply changing the font of the typeset (especially given what they've selected) seems to offer little or no additional market opportunities with a very large cost associated with it.
I foresee this move as gaining Hertz a position in the 'brand fails' top 10 list, but little else.
I like the new logo. The old one is harder to read. The last time I rented from Hertz I tried to negotiate a free Mustang convertible upgrade for me and my car crazy young son. After failing that, we headed out of the airport to the car. Suddenly there were shouts from behind -- the woman behind the counter came running after us with paperwork or keys (I forget which) for the Mustang convertible -- no extra charge.
So take that, all you whiny logo-research criticizers. For me -- and certainly for my son -- Hertz will always be the best car rental company in the world.
It's just like I told the American Airlines ticket agent just before she wrote me and my family free tickets to anywhere American flies (i.e. Paris): "You never get a second chance to make a good first impression." But that's another story.
I agree with you. But I wonder whether the research was done by Hertz, or an agency. I argue that often times agencies are unable to convince their clients that research matters. (lack of good salesmanship). I speak from personal experience, NOT just blather. My guess is someone decided the approach would be "novel" and "cool." But it certainly isn't a good way to enhance the customer experience.
The problem with Hertz is that it's lost sight of the customer. I now regularly find Gold Service advertised for locations that fail to provide it, airport locations that fail to have the cars ready to go because they've fired the staff, cars with 30-40k on odometer that are being given to top-tier renters, and airport shuttles with bare wires dangling from the ceiling. I'm glad that has freed up some cash for a new logo.
Hertz spent years, if not decades, cultivating the best, most consistently excellent car rental customer experience. In the last 2-3 years, they have inexplicably set fire to that hard work. It boggles the mind.
Interesting background. An article i read about the broader rebranding story (in MediaPost I believe) also noted Hertz was going to spend quite a bit of effort "advertising" its "new brand." (sorry for all the quotation marks!) Includes a spot in an upcoming Clooney movie and some TV spots, etc. Love this quote from the CMO: “We understand the journey they are on when they take a trip and how they can have the best experience because it came from Hertz. It’s a great platform to connect with them emotionally.” Judging by the commentary on blogs etc whenever anyone brings up the name "Hertz"...well, good luck with that i guess! ;)