The Rebel Brand Archetype
The Rebel: Revolutionary, Powerful and Liberated
The Rebel brand archetype is an expert in developing truly radical ideas, services and products.
Some rebel brands can be seen as revolutionary, and these are the ones that must be careful not to come across as too reckless or to shake things up endlessly.
Craving revenge, the rebel’s greatest fear is powerlessness. They expose what isn’t working in the world and then overturn it in their own way. Action-oriented, they will bring fresh perspectives, new outlooks and inspirational changes.
At their best, they are brave, adaptable and free-spirited, and they will position themselves as an alternative to the mainstream, making an effort to stand out. Rebel brands that are successful usually have a cult-like following of people who have lost faith in traditional choices and are drawn to Rebel’s energy.
The Rebel – Key Characteristics and Values
Goal: To overturn what isn’t working
Strategy: Disrupt, Destroy or Shock
Greatest Fear: To be powerless
Personalities: The Troubleshooter, Game Changer, The Challenger
Key Attributes: Rebellious, Shocking, Outrageous, Disruptive, Feared, Powerful, Counter-cultural, Liberated, Radical Freedom
The Rebel Brand Archetype Explained:
The Rebel brand archetype really reflects those who were born to be wild. Rebel customers appreciate the unconventional and forcefully reject the status quo. They are likely to value shocking content or advertisements that are unique with no obvious ‘selling point’.
The worst thing that could happen to the rebel brand would be to be bought out or for the brand to become too popular. If something isn’t working, the Rebel will destroy it. If they want revenge, they will take it. If they want to start a revolution, they will just do it.
Rebel brands will promise Revolution
They won’t stick to industry conventions, they introduce a new attitude and let their customers know that it’s acceptable not to be a sheep in society.
DIOR – ‘Sauvage’
Johnny Depp is an iconic rebel in many of his movies, with a guitar, and driving out into the middle of nowhere with a shovel, and Dior has mastered the impression of being a Rebel brand archetype. This Dior ad keeps its consumers guessing and questioning what is happening.
The idea is that he has driven out into the middle of nowhere to escape society and its mainstream values. ‘I need to get out of here. He doesn’t know what he wants, but he knows he wants to be in the wild. This ad is a perfect example of the Rebel not showing a clear selling point; it’s dark and all about freedom.
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