"We're done when I say we're done."
Meet this week's brand archetype, 'The Outlaw'. It's an archetype that's flawlessly brought to life by protagonist, Heisenberg (Walter White Senior's alias) in the cult series, Breaking Bad. At the beginning of this exceptionally crafted and executed series, Walter White displays traits shared by 'The Everyman'. He's a family man with limited ambition, but a definite desire to do the right thing.
But when faced with his own mortality and the prospect of accepting the status quo, Heisenberg emerges with such ferocity and intent, that it's hard to believe it's the same guy. He's combative, he's disruptive and he shuns rules like he's swatting away flies on a hot summer's day. If you're still unsure, let me "clue you in." He's not in danger...he IS the danger.
If your business is led and sustained by unconventional thinkers who can develop innovative, cutting edge approaches to conundrums, you're probably an 'Outlaw' brand. Not convinced? I'm not surprised; after all, you challenge opinions and convention. Read on for more...
~ You don't say you want a revolution, you are the revolution: you create and then effect change.
~ You're likely to make some noise, because you walk to the beat of your own drum: you forge your own path and the rest can please themselves.
~ At the pub, you'll be the person telling the barman about conspiracy theories in between sips of your scotch - neat: when you spin a yarn, you do it with purpose.
~ You can be rotten, but not to the core: Despite your outward appearance, you actually are a good egg. Just don't tell anyone. What they don't know, won't hurt them.
~ People would much rather be with you than against you: You're a formidable opponent because you're street smart and your intelligence is underpinned by anger or a desire to be number one - at all costs.
~ You flinch when you hear the phrase "Yeah, nah. No worries.": You believe complacency is a dirty word. In fact, the word doesn't exist in your vernacular.
~ You prefer self-serve over serving others: You believe this because you believe that serving yourself and disrupting the norm will ultimately serve a greater purpose for all.
~ You're too busy shaking things up to 'shake it off': Besides, you don't have time to care about what others are saying about you; you don't stay in one spot long enough for the words to reach your ears.
~ You'd rather die on your feet than live on your knees: These sound like lyrics from a Bon Jovi song, but it's actually a philosophy you live by; from sun-up to sundown.
~ Just because you're losing, doesn't mean you've lost: Yes, some more musical lyrics - this time, from Coldplay. But the sentiment is in step with your essence. You. Never. Lose. You either win. Or you learn.
Virgin, Harley Davidson and Diesel are all 'The Outlaw' brands.
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