The Rebel Archetype

“Rules are meant to be broken”

Also called: Outlaw, maverick, revolutionary, villain, wild man, misfit, enemy

Core desire: Revolution.

Goal: To destroy what is not working.

Fears: Being powerless and inconsequential.

Strategy: Disrupt, destroy, shock.

Gift: Outrageousness, radical freedom.

Marketing niche: Agent of change, advocate for the disenfranchised, allow people to vent or break with conventions.

Share your story: Take risks, speak up when you don’t agree.

Example: Harley Davidson, Madonna

Your customers feel: Rebellious, thrilled, impulsive.

Your customers most fear: Ineffectuality, impotence, powerlessness.

The Rebel is a good identity for brands if

  • customers are feeling at odds with society or disaffiliated
  • you are genuinely out to distroy or revolutionise
  • your product is a risk – it’s not very good for people
  • you stand for strong values that are at odds with society
  • your product is moderate to low cost


Are you the Rebel brand? How can you apply this character to your buildings, grounds and interiors? Take our quiz to find out!

Learn more about brand archetypes: 


For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.