YC Facelift: EXEC
Isn't the "gold club" positioning counterproductive? How does it benefit EXEC to claim exclusivity? They're as-yet- unchallenged in their market. Their goal should be to broaden their base of customers as much as possible and establish the normalcy of their service; in other words, to give the kinds of people who do not have Hertz #1 Club Gold membership permission to give EXEC their money.This design does exactly the opposite. It suggests that EXEC is something I might pay attention to at approximately the same time as I start to consider time-sharing private jets.That aside: pitching entire redesigns over the HN transom is a great way to start a meaningful conversation about positioning and branding, so, do more of these.