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We Are the Experts

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When you're selling a product, nothing works quite like the We Are The Experts approach. Basically, this angle works like this: Company X is the expert in...whatever Company X does.

One of the more Straightforward ad approaches, as it basically says, "Company X: We're the (insert expertise here) experts!"


Examples:

Automotive

  • Mr. Goodwrench.

Housewares

  • Pella windows. (They compare themselves to a horribly unprofessional, unnamed competitor.)
Advertisement:

Office Supplies

  • FedEx Office, formerly Kinko's.

Restaurants

  • Five words: "Domino's. The Pizza Delivery Experts."

Technology

  • Apple has its "Genius Bar".
  • RadioShack. The presumed presence of experts is the primary reason to hunt a Radio Shack down — that's almost all they've got.
  • Circuit City was this in the beginning.
  • Best Buy's "Geek Squad" claims to be this.
  • Swedish home electronics chain Expert use the slogan "We are what we're named."

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