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Hertz vs. Avis advertising wars: How an ad firm made a virtue out of second place.
https://slate.com/business/2013/08/hertz-vs-avis-advertising-wars-how-an-ad-firm-made-a-virtue-out-of-second-place.html
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This is part of a special series about great rivalries: between tech titans, sports franchises, and even dinosaur hunters. Read about the series here.
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