Bold brands win: The case for more arrogance in brand marketing strategy

In today’s climate, arrogance is often discussed as something to avoid, particularly in the brand world. A recent Brand Strategy Insider article wrote that “arrogance is possibly one of the most destructive brand-business behaviors”.

But brands also need to find ways to stand out.

As the marketplace continues to grow with new brands entering the industry (Search for ‘yoghurts’ on the web site of the UK’s largest supermarket chain, Tesco, and you will be returned 299 possible choices across 25 pages. In the USA, Walmart lists over 1,000 entries.), consumer inertia and choice paralysis are at an all-time high. Consumers need help finding the option that is best for them – or best overall. The distinctiveness dilemma is an imperative to act on, and arrogance may help to stand out and direct consumers to their choice.

Brand arrogance is polarizing, yes, but it certainly makes an impact. Particularly when operating in luxury brands, arrogance is often an outcome of exclusivity and prestige. Arrogance perpetuates the notion of being the best - backed by brand heritage, legacy, craftsmanship and exclusivity: it adds to the allure and the aspirational nature of a brand.

But arrogance shouldn’t bleed into ignorance - inclusive exclusivity is the goal. Arrogance and exclusivity work best when they are predicated on the brand offer that anyone could be a customer but not everyone can.

Arrogance isn’t only an asset to be used in luxury, though. When leaning into superlatives (the best coffee, the coolest gadget, the most amazing movie), arrogance can attract consumers who want to display a level of exclusivity and status to others, even in small, everyday luxuries, as well as those who need help deciding.

Arrogance doesn’t work if you refuse to listen and understand consumer perceptions and complaints, or if you can’t back it up. Learning from Noah Lyles’ recent comments in the Paris Olympics – claiming to be the best in the world needs to be delivered on.

Particularly in the context of consumer concern with rising prices, you need to be able to back yourself on shopper's value and why they should pay for you over others. Brands need the credentials to claim #1 status and not to be exposed as #3 - this opens you up to weakness in brand authenticity and, worse, ridicule.

But with the exclusivity of products and experiences dwindling by the day (the rise of dupes, and rising democratization of luxury), and consumers craving ways to demonstrate status, should more brands come out with bold marketing and a sense of confidence - and risk arrogance?

As you navigate this landscape for your brand marketing strategy, it’s important to consider these three questions:

• What assets give your brand the legitimacy to be arrogant?

• How can your brand strike the right balance between arrogance and ignorance?

• How should you communicate this to your target consumers and who are they?