Rebel Brand Archetype

Updated: Oct 25


Something is wrong in the world and it needs challenging. Pushing back upon. Overturning. Rebelling against. Leading these revolutions are the archetypal rebel. Filled with purpose. Keen to disrupt. The rebel as enduring value to anyone unsatisfied with the circumstance they find themselves in. This post is all about the rebel archetype and how it can be powerfully adopted as a persona for a brand.

Archetypes are recognisable patterns of human behaviour which are often amplified in stories. In turn, stories are the way we make sense of the world around us. For those involved in the discipline of 'managing meaning' (e.g. storytelling/creative design/branding) archetypes become a powerful tool. They help teams build extraordinary meaning and create remarkable creative work because archetypes enable communication on a deep psychological level. More on the power of archetypes here.

In this post we will review the Hero brand archetype building on the work of Margret Mark and Carol S Pearson in their book "The Hero and the Outlaw". In that work they call the Rebel archetype the 'Outlaw'.