“Rules are meant to be broken”
Also called: Outlaw, maverick, revolutionary, villain, wild man, misfit, enemy
Core desire: Revolution.
Goal: To destroy what is not working.
Fears: Being powerless and inconsequential.
Strategy: Disrupt, destroy, shock.
Gift: Outrageousness, radical freedom.
Marketing niche: Agent of change, advocate for the disenfranchised, allow people to vent or break with conventions.
Share your story: Take risks, speak up when you don’t agree.
Example: Harley Davidson, Madonna
Your customers feel: Rebellious, thrilled, impulsive.
Your customers most fear: Ineffectuality, impotence, powerlessness.
The Rebel is a good identity for brands if
- customers are feeling at odds with society or disaffiliated
- you are genuinely out to distroy or revolutionise
- your product is a risk – it’s not very good for people
- you stand for strong values that are at odds with society
- your product is moderate to low cost
Are you the Rebel brand? How can you apply this character to your buildings, grounds and interiors? Take our quiz to find out!
Learn more about brand archetypes: