And so it is in the world of cars.
When DaimlerChrysler decided to launch the Dodge brand on European drivers, it would surely have been easier to opt for a high-profile niche market, with a big 4x4, perhaps, or an equally expansive MPV.
Competitive
But no, the good people at Dodge decided to really go for it and take on the opposition in the most fiercely competitive sector of the car market - what the industry calls the C Segment, but what you and I commonly know as the mid-sized family hatchback.
We're talking VW Golf, Vauxhall Astra, Peugeot 307 territory here ... a tough nut to crack.
So, how to go about it? Well, as the Dodge folk explained, when the M.E.N attended the European launch of the Caliber on the holiday island of Ibiza a few days ago, they aim to use a whole lot of attitude.
Muscular
The car's marketing slogan is "It's anything but cute" and the car itself backs that up, with a muscular look, combined with larger engine sizes than competitors, making it immediately different, while serving the needs of the hatchback buyer.
The marketing message is delivered with a touch of humour, but Dodge are deadly serious about making their mark in this segment, with the keenest of on-the-road prices. Figures provided by the company show that the entry level Caliber 1.8S (the smallest engine size) is offered at £11,495, while the VW Golf 1.4S comes in at £13,225 and the Peugeot 307 at £12,700.
The car is certainly eye-catching, with muscular arches to accommodate the standard 17in wheels and an uncompromising, signature "cross-hair" front grille and large, bold headlamps.
Protective
With a strong side-profile of deep-body-to-shallow-glass proportions, the car looks tough and protective, while the rear treatment is equally strong.
The "crossover" styling, brings something of the tough stance of the SUV to the hatchback market, and it definitely makes the Caliber stand out in the crowd. The road-going Ibizans wanted to get a good look, drawing alongside where they could in towns, for a proper butchers.
There would have been little chance for them to do that out in the countryside, where, on the clear roads, the 2-litre turbo diesel SXT model I tested proved tremendously gutsy. The engine is VW-sourced and, mated to a six-speed manual gearbox, has strong mid-range torque, making for great acceleration and confident overtaking.
Responsive
Handling proved taut and responsive, and the car maintained a firm line under hard cornering. With good feedback from the power steering, a positive gear-change, light clutch and powerful, progressive brakes, the driving experience was rewarding. Interior design was satisfying, with all controls falling easily to hand, but the dashboard plastics, as in other American cars I have driven, weren't quite up to some of the more tactile European offerings.
But there were treats in store inside - how about illuminated front cup holders, Chill Zone (a cooled drinks compartment in the dash) and a self-charging torch mounted in the headlining above the cargo area, not to mention the optional MusicGate Power, two sound-system speakers located in a panel that can be swung down when the tailgate is open, to provide al fresco music.
On a more practical level, there's a 60/40 split rear seat (not on the entry level model) and a washable, removable, vinyl load floor in the boot.
I had a brief spin in the two- litre petrol version, which has lots of pace on tap, but I preferred the power characteristics of the diesel. With four models - S, SE, SXT, SXT Sport (plus a range- topping SRT4 to come next year) - the Caliber should have the main players in this section of the market looking distinctly nervous.
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