How to Market to Rebels
An Approach to Marketing to Rebels
Rebel marketing is best illustrated by rave marketing-one-night dance parties that are countercultural by nature. Because raves are often associated with drug use, they are only advertised through flyers and word of mouth. Flyers are located in places and music stores that play EDM, trance, or even Heavy Metal music. If you are not frequenting such areas, you won't even realize a rave going on. It appeals to the Rebels for it is elite and rule-breaking.
Market Rebel products through underground magazines, flyers, personal ads, or other methods designed explicitly for finding Rebels. You can still reach a vast audience despite this; TV, for instance, reaches youths and adults alike worldwide but is still perceived as a countercultural medium.
It is common for images to have a dark, shadowy quality and feature incredibly vivid colors. This is an archetype that likes things that shock, on a broad spectrum, from the mildly surprising joke to the truly disturbing offhanded comment. Additionally, the Rebel archetype is best suited to creating ads with an edge and maintaining said edgy identity.
Each of us has a rebellious streak, and it is shown whenever we try to get away with something. Thus, slash-and-burn sales and cash kickbacks for buying a specific product are effective marketing techniques. It eludes that the Rebel is getting away with something, almost as if they are stealing. It may even seem a little racy or on the edge of breaking the law for events to launch or promote Rebel products. For example, on Saturday Night Live, the actors portray a presidential candidate and roast them for being overly stiff and proper. The same thing happened when the Democratic Fundraiser was broadcast live on television. On national television, Robin Williams used profanity while roasting the presidential candidates. It would be an excellent strategy for any genuine Rebel brand, even if not for a presidential candidate.
David Brooks convincingly demonstrates how bourgeois standards are now fully integrated with nonjudgmental bohemian ease in the attitudes and behaviors of educated, affluent citizens. People's status is determined by their net worth, combined with anti-materialistic values in this new world. In addition, the advertisements of capitalist companies are influenced by cross-cultural references; an example is that J.K. Rowling may appear in a Lexus advertisement.
It is essential to understand that most people who identify with the Rebel archetype are, in fact, responsible, good citizens. Truth be told, Harley-Davidsons are so expensive that doctors, lawyers, and top managers own them. In other words, mass marketing works, but you don't want to go too far. Unfortunately, some companies learned the hard way that there is a danger of going too far and harming or offending someone.
The Rebel may be a good identity for your brand if:
- Employees and customers feel very disconnected from society or identify with values at odds with community values.
- This product destroys something (actually, like a sledgehammer, or virtually, like many video games) or is genuinely revolutionary.
- You shouldn't be using your product, since it isn't very healthy for people. By using it, you are bucking society's definition of what constitutes health.
- Your product can make a significant difference by preserving values threatened by prevailing ones or pioneering new attitudes.
- You have a low to moderate price for your product.
I will leave you with one last thing- a quote by Bob Dylan "To live outside the law, you must be honest."