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The Outlaw

Rules are meant to be broken

This archetype is enticed by forbidden fruit. They are romantic characters who are prepared to disrupt societies that have succumbed to cynicism, conformity, repression, or tyranny. The Outlaw can definitely be seen in its most positive form in such figures as Zorro or Robin Hood.

The core desire of the Outlaw is for revolution or revenge. They are afraid of being inconsequential, trivialized, or powerless. The Outlaw archetype in branding is best used for:

  • Body Art
  • Construction
  • Auto / Moto

The Outlaw archetype is used by such famous brands as:

  • Diesel jeans
  • Harley Davidson
  • Virgin

The quintessential outlaw brand is Harley Davidson and one of the most focused archetypal personalities around. The outlaw persona is represented to be absolute and it appeals to their audience’s inner outlaw.

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