The Rebel Archetype is also known as the Outlaw, the Misfit, or the Maverick. The Rebel represents freedom, nonconformity, and the desire to break free from conventions, traditional ways of thinking, or societal norms. The Rebel archetype is resilient and refuses to accept the status quo. These distinct traits make it very different from the other 12 brand archetypes.
This archetype taps into the desire for liberation. Rebels are often admired for their ability to stand up for what they believe in. They inspire us to find courage, question our ways of thinking and push beyond mental barriers.
Before exploring some examples of Rebel brands, let’s talk about the Rebel Archetype in film and how this archetype has created some of the most iconic and memorable characters.
The Rebel Archetype in Film
In film, the Rebel can be seen in Tyler Durden (Brad Pitt) in the movie Fight Club. He rejects a mundane corporate life and embraces a more exciting life filled with action. He is a non-conformist who rejects materialism and societal norms. He also rebels against all hierarchies and authority. But the Rebel does not have to be violent, it can also be more philosophical in nature. The Rebel just represents people who question the norm and disrupt the status quo. The Rebel can also be seen in the Movie, Spartacus, where a Thracian gladiator leads a slave rebellion.
“Rules are meant to be broken”
DESIRE: Leave a mark on the world.
PERSONALITY TRAITS: Revolutionary, Rebellious, Daring, Fearless, Free-Spirited, Bold, Defiant
EXAMPLES: Liquid Death, Harley Davidson, Diesel, JEEP, True Religion, Off White, Virgin, Mercedes-Benz CLA Coupe, Sauvage
Examples of the Rebel Archetype
Brands that fall into this category are able to create desire by appealing to customers who aspire to be free to walk their own path, stand out from the crowd, and be more independent. Customers admire the boldness and non-conformist traits of the Rebel archetype. These traits are usually expressed through messages that are thought-provoking or provocative, along with unconventional behaviors and edgy visuals.
The qualities of Rebel brands can be seen in their insightful messages and campaigns that are carefully crafted to tap into our desire to break free. Below are 5 examples of Rebel archetype brands as well as how they use video commercials to tell their story in unique ways. By studying their commercials, we can gain a better understanding of the essence of these brands.
1.) Mercedes-Benz CLA Coupe
The Rebel archetype can be seen in product branding. Mercedes-Benz markets their CLA Coupe through the lens of the Rebel archetype. Through their campaigns for this specific line of vehicles, their messaging revolves around freedom to play by your own rules. Below is an example commercial. It taps into the desire to break free from boring corporate life. It shows a busy professional who speaks to his inner youth. The subliminal message being conveyed is that we all have an inner youth that wants to break free. When you ride the Mercedes-Benz CLA, it gives you a sense of freedom that you had when you were younger. You feel free to play by your own rules and have fun.
2.) Suavage
Suavage by Dior is a new luxury fragrance for men. It is inspired by the freshness and freedom of wide-open spaces. The Suavage commercial by Dior taps into the desire to break free from the confines of the inner city. In the commercial, Johnny Depp leaves the city and journeys to a more rugged and semi-arid region that is free and untamed. He then has a facial expression of satisfaction and the ad ends with the hashtag #diorsuavage to allow people to connect on social media. Sauvage is a unique blend of both the Rebel archetype and the Explorer.
3.) Harley Davidson
Harley Davidson doesn’t just sell loud big motorbikes, they sell an experience and a way of life. Their deep American roots resonate with enthusiasts who also associate America with the freedom and revolution that it was founded on. They have mastered the art of creating emotional connections with people and this can be seen through their products, events, and commercials which convey themes like freedom, rebellion, and individuality. There is also a sense of belonging from being able to join a group of riders with a similar way of life. They have successfully built a tribe of loyal advocates. They can be considered a fine blend of both the Rebel archetype and the Explorer.
4.) Cadillac
Cadillac can be considered a fine blend of both the Rebel archetype and the Ruler. Cadillac balances power with luxury and this allows them to appeal to consumers who associate the brand with American luxury and prestige. Through their campaigns they don’t just tap into the desire for prestige, but they also push us to break free, question the norm and “Dare Greatly.”
5.) Beats by Dre
Beats by Dr. Dre is a leading audio brand that is known for premium headphones, earphones and speakers with sleek stylish design and audio performance. Beats by Dre represents a blend of culture, sports and music. The brand appeals to an audience that is more youthful, edgy, and vibrant. It revolves around being bold and authentic and expressing your true self. It also leverages the personal brand of Dr. Dre which is bold and deeply rooted in the West Coast vibe.
In conclusion, The Rebel brand archetype has a unique ability to disrupt our boring everyday lives and push us to go beyond the norm. Some perfect examples are Mercedes Benz CLA Coupe, Sauvage, Harley Davidson, Cadillac, and Beats by Dre.
This archetype can also be seen in film and in other aspects of pop culture. So which Rebel brands do you admire the most and why? Let us know in the comments below.
If you enjoyed this article then you may also enjoy my previous one on The 12 Brand Archetypes.
