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 the audience’s inner outlaw.
The Outlaw archetype is all about breaking the rules, challenging authority, and going against the norm. Brands that embody the Outlaw archetype often aim to disrupt the status quo and push boundaries. Examples of brands that align with this archetype include Harley-Davidson, Diesel, and Apple’s “Think Different” campaign.
Outlaw brands often use bold and edgy marketing messages and imagery to convey a sense of rebellion and non-conformity. They may use controversial or provocative content to grab attention and create a sense of intrigue. However, it is important for these brands to strike a balance between being rebellious and being outright offensive or inappropriate.
The Outlaw archetype can be a powerful tool for brands that are trying to stand out in a crowded marketplace. By positioning themselves as rule-breakers and trailblazers, these brands can attract customers who are looking for something different and exciting. However, it’s important for brands to consider their target audience and make sure that their messaging resonates with them.
When using the Outlaw archetype, brands should be careful not to cross the line into being too confrontational or offensive. They should also be aware that not everyone will respond positively to messages of rebellion and non-conformity. It’s important for brands to strike a balance between being provocative and being relatable to their target audience.
Overall, the Outlaw archetype can be a powerful tool for brands that are looking to disrupt the status quo and stand out in a crowded marketplace. By embracing their rebellious nature and pushing boundaries, these brands can create a sense of excitement and intrigue that can help them connect with customers on a deeper level.
