With businesses trying to position themselves differently to attract specific segments, certain products and services require clients to recognize you as an expert in what you do. For example, if you are offering a service which is not easy for the client to handle themselves then your clients are looking for experts, not someone who can simply do the job. A typical example – web hosting. The client knows the importance of uninterrupted hosting, and importance of data security. However, usually he doesn’t have the technical expertise to handle the server. So, what does he look for : an expert. Not someone “who also” runs a webhosting service.

Now, what has this got to with the subject of this post ? Well showing arrogance in branding a product, is one effective way of showing your expertise. Revlon’s founder Charles Revson once said “I don’t meet competition. I crush it”. In other words, he says “My business & product are much superior than anyone else”.

Web Hosting giant Hostgator.com’s tagline is ‘We eat up the competition’. They’re positioning themselves as experts in hosting, confident about their business. Hundreds of “cheap” hosting providers entered the market, with “over-selling” as their business model, when a big chunk of clients were actually looking at cheap hosting options. However, most of them have been wiped off the map.

So, there you go. “Arrogance” in branding isn’t a bad idea at all!