As we pack up for our final summer trips and shift our minds back to work and school routines, the marketing world continues its relentless pursuit of the latest trends. Everyone’s either panicking about AI taking their jobs or jumping headfirst into whatever influencer strategy promises instant results. But sometimes the best marketing lessons come from the most unexpected places.
Enter Hertz and their “Gold Squad” of Golden Retrievers ( https://shorturl.at/49xII) now greeting travelers at airports across the country. This initiative offers a refreshing reminder that creativity and fresh thinking still matter more than following whatever playbook everyone else is using.
When Everything Sounds the Same
In a world where every brand promises faster, better, cheaper, the real challenge isn’t keeping up with trends. It’s finding ways to stand out when meaningful product differences have largely disappeared. While competitors focus on app features and loyalty point structures, Hertz chose a completely different path: addressing the emotional reality of modern travel.
The genius isn’t in the execution details, though those matter. It’s in the fundamental recognition that travelers are stressed, airports are chaotic, and a moment of joy can transform an entire experience. No amount of AI optimization or influencer partnerships could have delivered this insight.
The Power of Unexpected Solutions
I first encountered this approach during a visit to my son’s university during finals week. Suddenly, adorable Golden Retriever puppies appeared all over campus. Stress relief during one of the most anxiety-inducing times in a student’s life. Brilliant. In my day, the library just stocked more coffee.
The same principle applies here. Instead of asking “How can we make car rental more efficient?” Hertz asked “How can we make the entire travel experience more human?” That shift in perspective opened up possibilities that no traditional marketing playbook would suggest.
Unlocking Visual Social Media
The other critical benefit of creating an unexpected and engaging experience is that it unlocks the most essential marketing channel: visual social media. If you can’t break through on social media, you are invisible to most consumers today. Few car renters will share a difference in pickup time or any other product-related improvements that competitors will quickly copy. No one will share that they saved four minutes renting from Hertz.
But they will share pictures of their kids playing with Golden Retrievers at the Hertz counter. When travelers post these photos, they’re not just documenting a cute interaction. They’re associating positive emotions with a brand at the exact moment they’re making purchasing decisions. This creates authentic, user-generated content that no advertising budget could buy.
The Real Lesson for Fall Planning
As we head back to our desks and start planning for the final quarter, the real opportunities lie in understanding what your customers actually need, not just what they say they want. Sometimes that means putting Golden Retrievers in airports. Sometimes it means something completely different.
The key is maintaining fresh eyes and the courage to think beyond the obvious. As I prepare for my own travels this Labor Day weekend, I look forward to potentially meeting one of these four-legged ambassadors. And that anticipation represents precisely the kind of brand engagement that creates lasting connections.