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For established corporate brands like Avis, buying a trendy “sharing economy” business like Zipcar is akin to gaining custody of an unruly child. Sharing companies build their brands on a connected cadre of loyal customers, and marketing to that vocal community has its challenges.
Zipcar members lit up Facebook with their opinions when giant Avis Budget announced Jan. 2 its intention to buy the car-sharing network for $500 million. Most were skeptical. Trisha Weir, a program manager at Google, posted, ”What terrible news for a modern company to be bought by out-of-touch dinosaurs.”
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