ECD Rebel Offense: Revolutionizing Lacrosse with Versatile Performance

How does the ECD Rebel Offense lacrosse head enhance player performance. What features make it suitable for both offense and defense. Why is the Rebel Offense considered a game-changer in lacrosse equipment design.

The ECD Rebel Offense: A New Era in Lacrosse Head Design

The ECD Rebel Offense represents a significant leap forward in lacrosse head technology, offering players a versatile tool that excels in both offensive and defensive play. This innovative design caters to athletes who demand peak performance across all aspects of the game, from precise shooting to aggressive checking.

Key Features of the ECD Rebel Offense

• Optimized face shape with a slightly pinched scoop
• Aggressive flare for enhanced ball control
• Engineered for both offensive and defensive play
• Rounded scoop for effortless ground ball pickup
• Made in the USA for quality control

Precision and Power: The Rebel’s Offensive Capabilities

The ECD Rebel Offense is designed to give players a competitive edge when it comes to scoring. Its optimized face shape featuring a slightly pinched scoop and aggressive flare contributes to improved accuracy and power in shots and passes. How does this design enhance shooting precision? The pinched scoop helps channel the ball’s energy, while the aggressive flare provides a larger sweet spot for optimal release.

Enhancing Shot Velocity and Accuracy

Players using the ECD Rebel Offense can expect to see improvements in their shot velocity and accuracy. The head’s design allows for quick ball release, enabling players to generate more power behind their shots. Additionally, the optimized face shape helps maintain ball control during cradling and dodging, leading to more opportunities for high-percentage scoring chances.

Versatility on the Field: A True Two-Way Threat

One of the standout features of the ECD Rebel Offense is its ability to perform equally well on both ends of the field. This versatility makes it an excellent choice for midfielders and players who frequently transition between offense and defense. But how does the Rebel achieve this dual functionality?

Defensive Capabilities of the Rebel Offense

Despite its name, the Rebel Offense is not limited to attacking play. Its sturdy construction and well-balanced design make it effective for defensive maneuvers as well. Players can confidently throw checks, contest ground balls, and intercept passes without sacrificing the head’s offensive prowess.

• Durable construction for aggressive checking
• Balanced weight distribution for improved control
• Wide face shape for easier interceptions

Groundball Dominance: The Rebel’s Secret Weapon

Securing ground balls is a crucial aspect of lacrosse, often determining possession and momentum shifts during a game. The ECD Rebel Offense excels in this area, thanks to its innovative scoop design. How does the rounded scoop enhance ground ball pickup?

The Science Behind the Scoop

The Rebel’s rounded scoop acts as a guide, allowing players to scoop up ground balls from various angles and on different surfaces with ease. This design reduces the likelihood of the ball deflecting off the head, increasing successful pickups and maintaining possession for your team.

1. Smooth transition from ground to pocket
2. Effective on both natural grass and artificial turf
3. Improves success rate in contested ground ball situations

Made in the USA: Quality and Craftsmanship

ECD takes pride in manufacturing the Rebel Offense head entirely in the United States. This commitment to domestic production ensures strict quality control and allows for rapid innovation and refinement of the design. Why is US-based manufacturing significant for lacrosse equipment?

Benefits of American-Made Lacrosse Heads

By keeping production in the USA, ECD maintains direct oversight of the manufacturing process, from initial concept to final product. This approach allows for:

• Rigorous quality assurance at every stage of production
• Faster implementation of design improvements
• Support for domestic manufacturing jobs
• Reduced environmental impact due to shorter shipping distances

Player Feedback and Performance Analysis

The true test of any lacrosse equipment comes on the field. Early adopters of the ECD Rebel Offense have reported positive experiences across various playing styles and positions. What are players saying about the Rebel Offense?

Testimonials and Performance Insights

Feedback from players at different levels of competition highlights the Rebel Offense’s versatility and effectiveness:

• Midfielders praise its balance between offensive and defensive capabilities
• Attackmen note improved shot accuracy and quicker release
• Defensive players appreciate the head’s durability during physical play
• Coaches observe increased ground ball success rates among team members using the Rebel

Customization and Stringing Options

The ECD Rebel Offense offers players a high degree of customization through various stringing options. This flexibility allows athletes to fine-tune their stick to match their playing style and preferences. How can players optimize their Rebel Offense setup?

Stringing Techniques for the Rebel Offense

Different stringing patterns can enhance specific aspects of play:

• High pocket for maximized shot power
• Mid pocket for all-around versatility
• Low pocket for improved ball control and quick releases
• Varying mesh types to adjust hold and release characteristics

Players are encouraged to experiment with different stringing configurations to find the optimal setup for their game.

The Future of Lacrosse Head Design

The ECD Rebel Offense represents a significant step forward in lacrosse head technology, but it’s likely just the beginning of a new era in equipment design. As manufacturers continue to push the boundaries of materials science and engineering, what innovations can players expect in the coming years?

Emerging Trends in Lacrosse Equipment

Several trends are shaping the future of lacrosse head design:

• Advanced composite materials for improved strength-to-weight ratios
• Computer-aided design and simulation for optimized performance
• Integration of smart technologies for real-time performance tracking
• Sustainable manufacturing processes and eco-friendly materials

As these technologies mature, players can anticipate even more sophisticated and performance-enhancing equipment options.

Comparing the Rebel Offense to Competitor Models

To fully appreciate the innovations of the ECD Rebel Offense, it’s helpful to compare it to other popular lacrosse heads on the market. How does the Rebel stack up against its competitors?

Key Differentiators of the Rebel Offense

When compared to other leading lacrosse heads, the Rebel Offense stands out in several areas:

• Superior versatility for both offensive and defensive play
• Innovative scoop design for improved ground ball performance
• Made in the USA with stringent quality control
• Optimized face shape for enhanced shooting accuracy

While other heads may excel in specific areas, the Rebel Offense offers a well-rounded package that caters to players who demand high performance across all aspects of the game.

Maintenance and Longevity of the Rebel Offense

Investing in a high-quality lacrosse head like the ECD Rebel Offense is a significant decision for many players. To maximize the lifespan and performance of this equipment, proper maintenance is crucial. How can players ensure their Rebel Offense remains in top condition throughout multiple seasons?

Care Tips for the ECD Rebel Offense

Follow these guidelines to keep your Rebel Offense performing at its best:

1. Regularly inspect for cracks or damage, especially after intense games or practices
2. Clean the head with warm water and mild soap to remove dirt and debris
3. Avoid exposure to extreme temperatures, which can warp the plastic
4. Re-string the pocket periodically to maintain optimal performance
5. Store the stick in a cool, dry place when not in use

By following these maintenance practices, players can ensure their ECD Rebel Offense remains a reliable tool for seasons to come.

The Impact of the Rebel Offense on Playing Style

Adopting the ECD Rebel Offense can have a significant impact on a player’s style and approach to the game. Its versatile design allows for greater flexibility on the field, potentially opening up new strategic options. How might players adapt their game to take full advantage of the Rebel’s capabilities?

Adapting Play to Maximize the Rebel’s Potential

Players can consider the following adjustments to their style when using the Rebel Offense:

• Embrace a more aggressive two-way playing style, transitioning seamlessly between offense and defense
• Increase involvement in ground ball situations, leveraging the head’s superior scooping ability
• Experiment with different shooting techniques to exploit the head’s accuracy-enhancing features
• Develop more varied checking techniques, taking advantage of the head’s durability and balance

By adapting their play to the Rebel’s strengths, players can elevate their overall performance and contribute more effectively to their team’s success.

The Role of Innovation in Lacrosse Equipment

The development of the ECD Rebel Offense is part of a broader trend of innovation in lacrosse equipment. As the sport continues to evolve and grow in popularity, manufacturers are investing heavily in research and development to create products that enhance player performance and safety. What drives this push for innovation in lacrosse gear?

Factors Influencing Lacrosse Equipment Evolution

Several key factors are driving the rapid pace of innovation in lacrosse equipment:

• Increasing competition at all levels of play, from youth leagues to professional
• Advancements in materials science and manufacturing technologies
• Growing emphasis on player safety and injury prevention
• Expansion of lacrosse into new markets and regions
• Feedback from players and coaches demanding improved performance

As these factors continue to shape the lacrosse equipment landscape, players can expect to see ongoing improvements and innovations in heads, shafts, protective gear, and other essential equipment.

Integrating the Rebel Offense into Team Strategies

While individual player performance is crucial, lacrosse is ultimately a team sport. The versatility of the ECD Rebel Offense opens up new possibilities for team strategies and tactics. How can coaches and team leaders incorporate the Rebel’s capabilities into their overall game plan?

Strategic Advantages of the Rebel Offense

Teams can leverage the Rebel Offense’s strengths in various ways:

1. Implement more aggressive transition play, knowing players can effectively contribute on both ends of the field
2. Develop specialized plays that capitalize on the head’s improved ground ball pickup ability
3. Encourage midfielders to take on expanded roles, exploiting the Rebel’s versatility
4. Design set pieces that take advantage of the head’s enhanced shooting accuracy

By thoughtfully integrating the Rebel Offense into team strategies, coaches can create more dynamic and unpredictable game plans that keep opponents off balance.

The Economic Impact of Advanced Lacrosse Equipment

The development and production of advanced lacrosse equipment like the ECD Rebel Offense have implications beyond just player performance. These innovations can have significant economic impacts on the sport and related industries. What are some of the economic effects of cutting-edge lacrosse gear?

Economic Considerations of Lacrosse Equipment Innovation

The introduction of advanced lacrosse heads like the Rebel Offense can influence various economic factors:

• Job creation in research, design, and manufacturing sectors
• Increased consumer spending on high-end lacrosse equipment
• Growth of specialized retail and e-commerce platforms for lacrosse gear
• Investment in marketing and sponsorship deals with professional players and teams
• Potential for exports as lacrosse expands globally

As companies like ECD continue to invest in innovation, the lacrosse industry is likely to see continued growth and economic development.

The Future of Lacrosse with Advanced Equipment

As lacrosse equipment like the ECD Rebel Offense continues to evolve, it’s worth considering how these advancements might shape the future of the sport. Will improvements in gear lead to changes in how lacrosse is played, officiated, or perceived by fans and players alike?

Potential Long-Term Effects on Lacrosse

The ongoing evolution of lacrosse equipment could lead to several long-term changes in the sport:

• Increased scoring as offensive capabilities improve
• Changes to rules and regulations to account for equipment advancements
• Greater emphasis on versatility in player development and recruitment
• Expansion of the sport into new markets and demographics
• Enhanced spectator experience due to faster, more dynamic play

As players, coaches, and governing bodies adapt to these advancements, the sport of lacrosse may continue to evolve in exciting and unexpected ways.

ECD Rebel Offense CF5 Composite Complete Attack Lacrosse Stick – Northern Soul Sportswear

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ECD Rebel Offense CF5 Composite Complete Mens Lacrosse Stick

ECD Rebel Offense CF5 Composite Complete Men’s Lacrosse Stick What a great deal from ECD. Super value for such a high spec set up!

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OFFENSE

This one is for the rebels. For those who carve their own path and turn heads when they step on the field. For the players who are always a threat on offense and aren’t afraid to mix it up on defense. The ECD Rebel Offense is a new lacrosse head designed to give you the power and control you need to dominate both ends of the field.

Deadly Accurate

Let it fly. The ECD Rebel Offense’s optimized face shape features a slightly pinched scoop and aggressive flare. Razor-sharp feeds and scorching shots never came so easy.

Two-Way Threat

Whichever side of the field you are on, the ECD Rebel Offense is up for the task. Engineered to be a workhorse, the Rebel is ready to throw checks, grab GBs, and burn goalies.

Groundball Machine

High angle or low angle, from the side or straight on, in traffic or all alone, the Rebel makes groundballs look easy. The rounded scoop acts as a guide making groundballs a breeze from any angle on any surface.

Made in the USA From the first sketch to the final piece, the Rebel head is made in the U.S.A. giving us total control over every detail.

View full details

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description, trailers, content, interesting facts and much more about the series

Royal Palace. The year is 1502, the 11th year of the reign of King Yongsangon. Court ladies comb their hair. Yoonsangong comes up to one of them, he grabs the woman by the hair, pulls it and asks: so, Hong Gil-dong was here? I also met him once.

The voice-over tells the legend of the warrior child. This is a man who has incredible strength. But he can’t control her. The child warrior must defeat all his enemies, otherwise everyone will die, both himself and his family members.

Flashback. The fortress is besieged by the royal army. At the gate, which was locked by the besieged, the enemies erected a stake to which they tied a young woman. Her eyes are covered with a bandage. The herald addresses the defenders of the fortress: if you do not open the gates, it will die! The girls are shouting, turning to a man (Hong Gil-dong) standing on the wall, surrounded by his associates, who is holding a bow in his hands. If you open the gates for them, we will definitely never meet again! The archer fires a shot and strikes a captive tied to a post to death.

Two riders meet in a field. They are Yongsangon and Hong Gil-dong. The monarch addresses his counterpart: is it true that you are a descendant of the last ruler of the Goryeo dynasty? But they say that you are not a noble, because you are a descendant of the illegitimate offspring of the monarch? No, it’s not. I’m definitely not a nobleman or a descendant of kings. I am only my father’s son. And who is your father? He was a servant of Lord Amoge, and therefore his name was Hong Amoge. Yoonsangon laughs out loud and leaves the rendezvous point.

Hong Gil-dong’s voiceover. I remember my father well.

Manor of Mr. Amoge. A woman in the yard cleans the master’s dishes. Her husband (Hon Amoge) approaches her, helps his wife, invites her to rest while he does her work. The couple exchange news: they say that a baby with wings under the shoulder blades was recently born in one family. He did not live long. Maybe it’s a warrior child? What if I give birth to such a boy? Then I’ll try to get rid of it.

A boy (Hong Gil-hyung) appears and brings a baby to his mother: he is hungry, feed him. The mother gives the child a breast, but soon the maid comes out of the manor house, she says that the young master (Su-hak) needs the services of a wet nurse. So stop wasting milk on your baby.

The father takes the child from his wife and examines its back. He does not find any wings there.

Lord Amoge declares his will to his serfs. He releases some of them from the estate, they will work on the fields allocated to them, grow crops on them and pay rent to the landlord for this. Hon Amoge, who was promised that this year he would definitely switch to quitrent, again remains at the estate.

Returning home, he discusses this problem with his wife. I will definitely be released next year. And what’s good about that? Here, at least, we do not know hunger. The peasants are jealous of us.

Time passes. Gil-dong is growing up. The boy, sitting on the floor in his parent’s hut, plays with a hoe, bends the metal part of this tool in such a way that the blade of the tool touches its shaft.

The children of the serfs go to the mountains. They collect stones there to be used for building work. Gil hyung gets so tired that he sits under a tree and falls asleep. While he is resting, the younger brother delivers both his cargo and the luggage of the elder to the village. Gil-hyung runs to the village and thanks his friend for help in delivering the cargo, who is extremely surprised by this circumstance.

At home, the brothers sit down at the table. Gil-dong eats rice with an incredible appetite.

manifestations in history, culture and marketing – Marketing on vc.ru

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Welcome to the second part of the podcast article about brand archetypes (Rebel) — where we will find out how this archetype manifests itself in outstanding personalities, starting with Michelangelo and ending with the legendary Pot (“The King and the Jester”). If you want to dive deeper into the rebellious atmosphere, listen to the podcast episode – it turned out like an audio performance, no less!

Description of the brand archetype Rebel

The rebel is one of the three archetypes that came to leave their mark on the world, along with the Mage and the Warrior.

The rebel wants to destroy the old world and build something new on its remains. It is expressed through the desire to expand the boundaries of what was forced to exist earlier. The rebel sees how society restricts the individual’s self-expression and wants to free himself and others from the pressure. This archetype easily breaks the old rule and brings up taboo topics. The main quality of the Rebel is an uncompromising, ultimatum desire for freedom, for which he is ready to tear any throats.

The rebel sees a better future: he grew up in limitations and isolation, which is rotten and exhausted. He considers his mission to change the world , in which he lives. Rebel Strategy – to destroy or shock , otherwise you will not reach the hearts and minds of many people.

There are two types of times that give birth to a tribe of Rebels: in a society with little civil freedom (the more severe the law and the more severe the punishment, the more ruthless the Rebels). And in a favorable society, where it is quiet and comfortable, like in a warm swamp: the more measured and comfortable life is, the more Rebels come to blow it up.

The image of the Rebel in ancient Greek mythology: Prometheus

The same titan who gave us all fire:

– What do you spend your talent on, friend Hephaestus. If you knew how Zeus’ fire is needed down there.
– Who needs him there?
– People! He would warm the earth for them, kindle their hearts, illuminate their thoughts.

Film Prometheus, 1974

This was his deep irony towards the gods: to ridicule their way of life and create their exact copy – a microcosm in the macrocosm, reminding them daily of their vices and chaos:

Do you understand what you’re thinking? After all, if people receive the sacred fire, they will be like us – the gods. And who, then, will distinguish the gods from the people? Can you imagine the confusion? Hey, no. My bronze warrior knows one thing – to obey.

Hephaestus – M / f “Prometheus”, 1974

The source of inspiration for this image is Aeschylus’s tragedy “Prometheus Bound” . In it, the hero suffers precisely because he did good deeds for the sake of people: he taught them a craft, gave them fire, saved humanity from extinction. And for this, the supreme power in the person of Zeus punishes him. Zeus is shown here as an unjust tyrant, a cruel usurper. The rest of the gods demonstrate humility in front of the Thunderer. And only freedom-loving Prometheus preferred physical torment and inner freedom .

Rebel artist Michelangelo Merisi de Caravaggio

A daring rebel artist with a ruthless brush did not recognize any prescriptions and authorities . He challenged the traditional church painting: instead of the ideal images of the saints, Caravaggio splashed the truth of life on the canvas, which shocked the Roman aristocratic society.

The Church requires me to repent, but I do not understand what I should repent of. I can’t deny myself. His work is amazing and disgusting. The Holy Inquisition entrusts you with an investigator in the case of Caravaggio. He defiles the plots of scripture by depicting real men and women in his paintings.

Film “Shadow of Caravaggio”, 2023

Rebel in the cinema: Danila Bagrov (“Brother” and “Brother 2”)

Anastasia Dyachenko, editor, podcast voice: we meet Danila Bagrov ( played by Sergei Bodrov Jr. ) from the movie “Brother” and “Brother 2”, which is considered to be the archetype of the noble robber . This is a hero who was forced to become a criminal, but retains ideas of honor and dignity, good and evil.

The reason for the appearance of such an archetype is the reaction of the people to injustice and cruelty on the part of the authorities . The totality of a number of circumstances from the life of Danila suggests the presence in him of the archetypes of the Lover and the Rebel. He is able to act alone and he is ideological: fighting not for a prize, but for justice or truth is a favorite pastime for the Rebel:

Tell me, American, what is the strength? Is it in money? So my brother says that in money. You have a lot of money, so what? I think there is power in truth. Whoever has the truth is the stronger one. So you deceived someone, you made money. And what, you became stronger? No, it didn’t. Because there is no truth behind you. And the one who was deceived, the truth is behind him, which means he is stronger.

Film “Brother 2”, 2000

Punk-rock and anarchy: Mikhail Gorshenev (“The King and the Jester”)

Anastasia Dyachenko: My favorite rebel in the field of music is Mikhail Gorshenev, frontman and vocalist of the punk rock band Korol i Shut:

— And in your understanding, what is the “King and the Jester”, except for the name?
– The jester is a gift, the king is destiny. Fairy art.
– But the tales are terrible.
– Not as scary as you imagine, but such fear is needed like a child. It’s not really fear, it’s romance.

Mikhail Gorshenev

On the example of his personality and the whole group let’s consider the very phenomenon of punk subculture in Russia . The punk subculture originally arose out of the working class’s anxiety about their position in society and the frustrations they felt with economic inequality as well as the hypocrisy and neglect of the bourgeoisie. One of the main principles of punk philosophy was rejection of corporate mass culture and its values ​​ .

In contrast to the western movement of hippies, who preferred to distance themselves from society, punks acted more aggressively. Shocking outfits, unacceptable behavior, unusual music – with these methods, punks tried to change the rules in a society that did not tolerate free personalities and the manifestation of individuality:

One must believe, be an optimist and try to be an anarchist in one’s soul. People don’t understand what anarchy is. They think it is destruction. Anarchism is a bright future.

Mikhail Gorshenev

Mikhail was an adherent of anarchism , the main idea of ​​which is the denial of state power and propaganda of complete freedom of the individual:

A person who seeks power is, in most cases, a bad person, he needs to be strong, vile, ruthless. Anarchy would be ideal, but it is not realistic. I’m definitely a punk. And also an anarchist. Only each anarchist has his own anarchy and his own laws. I came up with laws for myself a long time ago, back in 19years. Firstly, do not be hypocritical, and secondly, do not be greedy, treat money like paper. Thirdly, to hate show business and do everything to promote and develop the music that has been underground for a long time: hard rock, punk rock. I never change my principles.

I’m really an anarchist. Many people think that anarchy is something like complete destruction. If they were literate and read books about anarchism – Bakunin, there, or Kropotkin – they would know that anarchism is a system that denies any kind of coercion. Real anarchism is communism.

Mikhail Gorshenev

Rebel archetype in marketing: when is it appropriate?

In order for our brand to work and we convey the necessary meanings to the heads of our target audience, it is important to deeply understand the essence of any brand archetype through which we want to position ourselves.

Speaking about the Rebel brand archetype, we should pay attention to the niche.

There are two ways to implement the archetype:

• When your the audience feels squeezed , uncomfortable and forced to live with restrictions. Your product or service can remove these restrictions: you act through the brand archetype of the Rebel, showing that the path to freedom is yours.
• When everything in your niche is too conservative, calm , the product is of little interest – the Rebel archetype (guerrilla, viral marketing) is also suitable.

The four key components of a Rebel:

1. The stated mission of is to destroy the old way of life. You yourself, as a Rebel, must understand what your mission is, where exactly the tightness is and what kind of bright future you are leading your audience to. A rebel without a mission is a psycho.
2. Understanding or describing the “enemy” that you will be fighting. Without an enemy, a Rebel is impossible: with whom will you conflict and against whom will you fight if there is no one?
3. Clear and simple methods of struggle and achievement of the goal . You need to understand exactly how the goal will be achieved: it is appropriate to interweave a product, service or product through which you will show that you can solve problems leading to a brighter future, where a person is freed from all shackles.
4. Described the mechanics of joining and joining the movement . A rebel without an audience is a lonely wanderer. It is necessary to prescribe how to join accomplices – telling and showing the person who wants to share the journey to freedom with you how to join you and fight (buy a product, leave a request on the site, write a post with a mark, etc.).

Example 1: Apple and the 1984 ad campaign

Apple is constantly using the theory of archetypes, playing with the subconscious and hidden meanings. Collectively, all their works are adjustments to different characteristics of the audience, product and mood.

Think back to the legendary Apple Macintos ad at the Super Bowl:

Key tagline: “Let’s make 1984 different from Orwell’s 1984.” Message: get rid of the old, canned life format, our product is a guide to a new reality.

Example 2: Liquid Death is the best example of the Rebel archetype

This is mineral water in tins with a skull and the translation: “Liquid Death”. The whole identity is aimed at hard metal, death and fear, when inside is ordinary water, loved by millions. The company came up with a mission and described it like this:

We’re just a fun beverage company that hates corporate marketing as much as you do. Our evil mission is to make people laugh and drink more water more often, while helping to get rid of plastic pollution.

Liquid Death brand manifesto from the company website.

The niche for selling mineral water is simple and of the same type. But Liquid Death appears and destroys this boredom of by selling water in cans that look like beer. This breeds user-generated content: parents scold the child, thinking he is drinking beer. Or drunk people buy water, thinking that it contains alcohol.

Analysis of Liquid Death into four components of the Rebel archetype:

1. The mission of is to make people laugh and drink more water.
2. Enemy – corporate marketing, plastic pollution and thirst (tagline: “We came to kill thirst”).
3. The purpose of is to kill thirst.
4. Movement – UG content (custom) – shows how their customers make Reels, posts and even tattoos with their skull logo.

Liquid Death has a very large community, insanely cool collaborations that are knocked out of the standard idea of ​​promoting mineral water.

One such collaboration with stand-up comedian Bert Kreischer:

Bert may not look like a classic “fitness influencer,” but he proudly claims to be one. Before the “master class” he says: “T you cannot start training until you first kill your thirst ” mentioning the Liquid Death brand. A cool collaboration that evokes a lot of emotions and breaks all stereotypes – everything that the Rebel archetype brand should do.

I advise you to think carefully before using the Rebel brand archetype in marketing.

This is a provocative archetype: you will have to seriously work in terms of feedback – with the media and the audience. Get ready for a flood of criticism against you. Rebels both ignite hearts and ignite all the negative that a part of the audience may have, seeing you in such an image. It’s critical to go over the four components of a brand archetype to determine exactly if it’s right for you.

Alexander Dyachenko is a brand strategist.

Gaps in some paragraphs will cause you to fall into the shadow of the archetype.

The shadow of the archetype and three negative development scenarios

Let me remind you that according to Jung, the shadow of an archetype is the negative meaning of the archetype, the psychological breakdown of its bearer due to failure to achieve the main tasks and goals.

There are three scenarios for the shadow of the Rebel archetype.

Scenario 1 – Psychopathy

Psychopathy – when there is no mission and its purpose, and the brand only intends to destroy and create chaos, doing something just for the sake of hype. Emotional release, an attempt to “cheat” one’s importance in society, an emphasis on black PR and scandalous, childish behavior. Example:

The history of the development of the Yobidoyobi Japanese restaurant chain (“the day of the week is Saturday”), which constantly sins in the information space. A recent case: the Arbitration Court of the Krasnoyarsk Territory ordered the Yobidoyobi Japanese restaurant chain to change its name, as the current one “contradicts the principles of humanity and morality.” The logical outcome that all provocative brands come to is to rattle with might and main with strange antics.

Scenario 2 – Betrayal

Betrayal – change of course or betrayal of ideals. A rebel must clearly understand the mission and the enemy, but if you drastically change course at the stage of company development and destroy previously built ideals, you risk losing a huge part of the audience.

Example – Bud Light Beer :

Anheuser-Busch InBev, the world’s largest brewer, lost $6 billion in its share value after the news of the release of Bud Light’s personalized beer with the image of the scandalous transgender tiktoker Dylan Mulvaney on cans. This caused a wave of indignation and protests. For some reason, Bud Light’s marketers decided that their close collaboration with Mulvaney would attract a liberal and LGBTQ+ audience to beer and correct the company’s homophobic image. But instead they infuriated and alienated ordinary American Republicans – the main consumers of this, the most popular beer in the United States.

Beer has always positioned men’s recreation, and now, in the wake of the news, the face of a transgender tiktoker has been attached to the can. This is a challenge to your audience with the expected reaction that this is a betrayal.

Scenario 3 – Self Torture

Self-torture — self-destruction occurs at the moment when the goal (changing the world) is too big, global, and it cannot be achieved. The ideals built in the head are not fulfilled, emotions overwhelm, and unrealized creative potential begins to burn from the inside. Destruction occurs through auto-aggression and addiction to harmful substances.

Self-torture is good can be seen in Misha Gorshenev . In the sensational series “King and the Jester” we were shown the path of the hero and his degradation due to the inability to live in modern society.

Mikhail was a true punk, an anarchist, a Man with a capital letter, an infinitely gifted creator and just a big kind man with a smile that literally turned on the sun even in the darkest corner of the soul. But when it is impossible to influence the world, a person destroys himself.