The disruptive force archetype. Outlaw brands challenge the status quo, break conventional rules, and inspire radical change by refusing to accept "that's how it's always been."
Voice: Disruptive, Rebellious, Combative
Message: "Rules are made to be questioned, not followed blindly"
Target: Individualists, risk-takers, change agents, nonconformists
Best For: Startups, disruptive tech, lifestyle brands, activist organizations
Avoid: Playing it safe, following traditional paths, appealing to mainstream
Examples: Red Bull, Harley-Davidson, Uber, Tesla, Greenpeace, Virgin, Diesel
Connects with audiences seeking to break free from limitations and live on their own terms.