The Outlaw

Motto: Rules are made to be broken

Core desire: revenge or revolution

Goal: to overturn what isn't working

Greatest fear: to be powerless or ineffectual

Strategy: disrupt, destroy, or shock

Weakness: crossing over to the dark side, crime

Talent: outrageousness, radical freedom

The Outlaw is also known as:

The rebel, revolutionary, wild man, the misfit, or iconoclast

The Outlaw may strengthen your brand's identity if it:

has customers or employees who feel disenfranchised from society
helps retain values that are threatened by emerging ones, or paves the way for revolutionary new attitudes
is low to moderately priced
breaks with industry conventions

Outlaw brands include:

Ekstra Bladet, Diesel, Harley-Davidson.