Is your brand the hero or the rebel?
The age old battle between the Hero & the Rebel is not confined to life, books, art & film. It exists within Branding. Here are two examples of this this battle in play in today’s marketplace. Could your company’s brand be either the Hero, or the Rebel?
The Hero - Nike
Brands which possess The Hero archetype encourage their audience to reach their goals, and push that bit further. To set their goals, and get straight to work achieving them. The most famous example of this archetype has to be Nike. Nike’s motto ‘Just Do It.’ is an uncompromising and punchy demand of it’s audience to get to work with reaching their goals. Nike’s portrays it’s adversary not as external, but internal. With lack of drive, laziness and apathy being the enemy, and Nike being heroic in it’s battle against them. Nike uses celebrity sport personalities in an inspiring and responsible way in order to encourage this, in recent years using real life ‘heros’ to many, such as Neymar Jr & Cristiano Ronaldo to promote their brand, in advertisements they are often seen as being pushed to their limits, in the face of multiple obstacles and foes.
The Rebel - Dr. Martens
The Rebel archetype is for brand which read through all the rules for within their industry, and break them. The Rebel carries with it an attitude which coveys rebellion, radical freedom & blatant disregard for that which is considered the norm. Dr Martens fits the bill as a brand - the very story of how the company came in to being is that of a rebel (but that is a story for another day). Dr Martens has been part of British cultures & subcultures throughout the 1960s all the way through to present day - punks & skinheads, miners & the military have all been ambassadors of the Dr. Martens brand throughout the 20th century. All of these social groups have faced adversity in their culture and have turned to rebellion to face their difficulties, this is clearly demonstrated in the Dr. Martens brand.