Is Imitation the Sincerest Form of Competition?

Connect by Hertz doesn’t just look like it wants to take on Zipcar. It looks like it wants to take on Zipcar’s persona—right down to its acid-green logo and love affair with the Mini Cooper.

Creatively, it’s a shameless rip-off. But from a business perspective, maybe that’s the whole point. It took me all of two seconds to scan a banner ad and say, “Oh, I get it. Connect is just like Zipcar.”

Surprising behavior for a company as large as Hertz. But judging from Connect’s growing Twitter following—approaching 10,000—the strategy is working. Perhaps originality is highly overrated.