the MAVERICK

Also known as: the Outlaw, Rebel, Iconoclast, Revolutionary, Misfit, Nonconformist 

The Maverick is motivated by a desire to overturn broken, outdated systems. They seek to meet this need by rejecting outdated social norms, refusing to follow the crowd and disrupting established ideals. 

Maverick Brands appeal to customers who feel disenfranchised/disaffiliated with society by either helping to retain “old” values being threatened by change or pushing forward new values to replace antiquated ones. Common industries include Auto (Motorcycle), Defi/Cryptocurrency, Body Art, Alternative Apparel & Music, Destruction Tools, Cigarette & Alcohol, Cutting-Edge Technology.

MAVERICK BRAND CLIENT PSYCHOLOGY:

Desire: To overturn broken and/or antiquated systems, to bring vision into reality.

Motivation/Goal: overturn broken systems/better world through unconventional means. 

Motto: “Rules were made to be broken.”

Biggest Fear: Powerlessness and Ineffectiveness. 

Strategy: Reject outdated social norms. Disrupt, destroy, overthrow and/or shake the establishment.

Weakness:  Destructive Anger, Blind Violence, Revenge.

Strengths: Radical Courage, Ambition, Autonomy, Conviction, Clear Vision, Ingenuity.

SHADOW SIDE:

SHADOW QUALITIES: Self-Destructiveness

PRONE TO ADDICTION: Suicide/self-desctructive habits

MAVERICK BRAND INDUSTRIES:

Auto (motorcycles), DeFi/Cryptocurrency/Blockchain, Body Art, Alternative Apparel, Alternative Music, Destruction Tools, Cigarette & Liquor, Technology, Weaponry & Firearm

MAVERICK BRANDS in the world: 

• Appeal to customers who feel disenfranchised or disaffiliated with society at large. 
• Either helps retain old values that are being threatened by change, or helps to push forward new values against old ones that are no longer working. 
• Sell products with the function to destroy something [Bulldozer/Big Machinery/Video Games].
• Sell products that aren’t “good” [Cigarettes, Alcohol], so that using it is like rejecting societal ideals of “health.”

PRICE POINT:

Low-Mid

CUSTOMERS FEEL: 

Rebellious, “F*%K the system,” “No one tells me what to do,” or conversely, “I’m not changing the way I’ve always done things.” Galvanized. Thrilled.

DIFFERENTIATING FACTOR: 

Distinct subculture through which consumers may establish aspects of their personal identity (e.g. Heavy ‘Metalheads,’ Lady Gaga’s “Little Monsters”)

MAVERICK BRAND EXAMPLES: 

CORPORATE/POPULAR: Harley Davidson, Tesla, Diesel Clothing, MTV, PayPal, Bitcoin, Virgin Airlines,  Metallica, Captain Morgan Rum, Levi’s, Apple, Uber, American Flag

MYTHOLOGICAL: Eve [Christianity], Phoenix [Greek], Prometheus [Greek], Robin Hood, Jack Sparrow, Wolverine, Kurtz [Heart of Darkness], Erin Brokovich, Bonnie and Clyde, Bigfoot, Vindicta [Roman]

PERSONAL BRANDS: Amelia Earhart, Elon Musk, Bear Grylls, James Dean, Lady Gaga, Ozzy, William Wallace, Charles Darwin, Albert Einstein, Steve Jobs, the Mafia, Howard Stern, Malcolm X, Muhammad Ali, Joseph Lenin, Bernie Sanders