Brand Personalities

The Rebel

The Rebel brand is successful at developing truly radical ideas, products, and services; leading reform of all kinds; and/or serving as the contrarian voice in debates. Revolutionary types need to be careful about coming across as reckless, shaking things up endlessly/needlessly, and becoming stubbornly oppositional.

Attributes: rebellious, shocking, outrageous, disruptive, feared, powerful, counter-cultural, revolutionary, liberated, radical freedom

Motto: Rules are made to be broken
Core desire: revenge or revolution
Goal: to overturn what isn’t working
Greatest fear: to be powerless or ineffectual
Strategy: disrupt, destroy, or shock
Weakness: crossing over to the dark side, crime
Talent: outrageousness, radical freedom

The Rebel may strengthen your brand’s identity if it:

  • has customers or employees who feel disenfranchised from society
  • helps retain values that are threatened by emerging ones, or paves the way for revolutionary new attitudes
  • is low to moderately priced
  • breaks with industry conventions

The Rebel is also known as:

  • Troubleshooter: Sees problems/drawbacks/defects in current ways of doing things and determines how to improve them
  • Radical/outlaw: Lives/thinks outside the bounds of conventions and/or takes action or risk without waiting for others to agree/catch up
  • Challenger/contrarian: Questions the tried and true; presents opposing points of view
  • Populist: Believes in the premise of giving “power to the people”
  • Game-changer: Initiates radical innovations that change the rules of the game or the realities of the marketplace


WRD has created a Brand Personalities online app which through a series of steps we are able to determine (alongside the business owner) what brand archetype they are. For more information on this service, please call 02 4732 4766 or email your enquiry.