The Revolutionary, The Powerful, The 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 about coming across too reckless and shaking things up endlessly.
Craving revenge, the rebels greatest fear is powerlessness. They expose what isn’t working in the world and then overturn it in their own way. Action-orientated, 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 will have a cultlike following of all the people who have lost faith in traditional choices and are attracted by the Rebel’s energy.
DIOR – ‘Sauvage’
Johnny Depp is an iconic rebel in many of his movies, gets him 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 ad by Dior keeps its consumers guessing and questioning everything that is happening.
The idea is that he has driven out into the middle of nowhere to get away from 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 s a perfect example of the Rebel not showing a clear selling point in their ads, it's dark and all about freedom.
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