“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!