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Back to "The 12 archetypes"The Outlaw
Motto: Rules are made to be broken
Core desire: revenge or revolutionGoal: to overturn what isn't working
Greatest fear: to be powerless or ineffectualStrategy: disrupt, destroy, or shock
Weakness: crossing over to the dark side, crimeTalent: 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.| Read more about: | The Innocent | The Regular Guy or Girl | The Explorer | The Sage The Hero | The Outlaw | The Magician | The Lover The Jester | The Caregiver | The Creator | The Ruler |