A long time ago a case study on the car rental company Avis made an impression on me. Avis revelled in its ‘challenger’ status, using the slogan "We try harder" to deliberately position as the world's number two car rental company (behind Hertz, far and away the leader).
The role of advertising was always to make products and services appealing. 'Appealing' doesn't cut it now. Consumers are looking for a real and true connection with a brand these days. They are looking for empathy.