Message in a bottle

Looking for an example of a differentiated message? Well, look no further than Arrogant Bastard Ale, one of the brews available at J.K. O'Donnell's Irish Ale House. One glance at the arrogantbastard.com home page, and you know they're not trying to appeal to everyone. In today's fragmented communication environment, that's a risk worth taking. In fact, the real risk is playing it safe.

Of course, if their product was no good, the message wouldn't matter. But by positioning themselves uniquely, Arrogant Bastard comes across as a brand that's not watered down--a pretty nice match for the beer itself, actually.

Photo: arrogantbastard.com