Mammalian brain · Storytelling & Archetypes
The Outlaw / Rebel Archetype
A persona built on breaking rules and liberating people from the establishment; it recruits reactance and identity, and it sells rebellion as a product from a company.
An everyday example
A challenger bank's 'burn the old banks' campaign, run by former executives of the old banks.
What it can cost you
Buying membership in a rebellion whose leader owns the merchandise.
Warning signs
- I am buying an attitude.
- The rebellion is a marketing department.
One thing to do
Ask what the rebellion changes in the terms you get; if the product is ordinary, the rebellion is packaging.
Is this happening to you right now?
Describe your situation and get a read across all six brains. No account needed.
Check my situationRelated
Not medical, legal or financial advice. How Decision IQ works
One decision idea a week
One useful idea. No daily drip, no pressure.