Empower - Archetypes - Flipbook - Page 24
10- T
HE OUTLAW BRAND
ARCHETYPE
Breaking the rules and defying authority is what motivates the The
Outlaw.
If you or your business like to work according to your own beliefs,
don’t trust external authorities, or roll your eyes at “that’s just how
it is,” you might just be an Outlaw. ;)
The Outlaw loves going after the forbidden fruit and this is what
sets it apart. Going after the extraordinary and the unknown
leads to wondrous results which other archetypes might shy away
from.
The Outlaw archetype is afraid of conforming or sticking to the
same old routine. They fear being powerless.
Some of the best examples of the Outlaw archetype include:
• Harley Davidson
• Diesel Jeans
• Virgin Atlantic (and other ventures)
In popular culture, both Zorro and Robin Hood are the epitomes of
the Outlaw.
Virgin Galactic, a known Outlaw, is ready to
breach the final frontier.
WHAT ARE THE 12 MAJOR BRAND ARCHETYPES?
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