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The Outlaw Putnam SEO Marketing

Everybody has a wild side, and the Outlaw brand archetype appeals to this inner yearning for revolt through nonconformity. The Outlaw disregards social conventions and pursues destruction if only to restore society to its ideal state. Happy July 4th America!​


  • PROMISE: Rules were made to be broken.

  • CORE DESIRE: Revolution

  • GOAL: To destroy what is not working

  • FEAR: Being powerless

  • STRATEGY: Disrupt, destroy, or shock

  • GIFT: Radical freedom

  • MOTIVATION: Mastery

At Putnam Marketing, we understand that Return on Investment (ROI) is a critical factor for our clients. Our meticulous approach to SEO, branding, PR, and other marketing services is designed to ensure that every dollar invested yields a significant return.

The Complete Outlaw

The Outlaw, who by nature is a disruptive force, seeks to upend the status quo, whether for one's own benefit or the benefit of others. The Outlaw, who represents the archetype's darker side, becomes enraged when they are personally offended. Since fear is viewed as a strength, it doesn't mind being feared by others. Extremist organizations are frequently used as examples of the Outlaw.

Positively, the Outlaw disturbs others' comfort with the current quo in an effort to spur change. For instance, many civil rights advocates participated in nonviolent protests while yet embodying the Outlaw character.

Using the Outlaw Brand

The Outlaw is a countercultural force that has the power to break down social taboos (rock 'n' roll, drugs, and sex, anyone?) by appealing to the dark side of human nature. Any company that aims to free itself (or others) from oppression and escape the current dominant culture qualifies as an outlaw.

Look at Robin Hood, Malcolm X, Harley-Davidson, MTV, Howard Stern, and Miley Cyrus as instances of the Outlaw archetype.

The Outlaw Archetype's Various Levels

Outlaw brands have the power to overthrow tyrannical governments or perpetuate morally dubious beliefs. These firms rely on advertising that highlights taking chances and deviating from the boring status quo. This can be done by using imagery that is either bold and revolutionary or dark and destructive. Whether extreme or just a funny or surprising joke, there is frequently some element of shock value.

Brands that advertise generally "regular" or "healthy" goods or services frequently include playful references to the Outlaw, implying that their product or service is suited when consumers want to feel slightly terrible or out of the ordinary.

Because employees of Outlaw businesses frequently identify as Outlaws and exhibit their passion in all aspects of their work, the organizational culture of these companies is frequently highly revolutionary in and of itself.

There are several levels of expression for each archetype. Higher levels are more developed or mature than lower levels, which are more basic.

Level 1: Recognizing oneself as an outcast and distancing oneself from mainstream culture.
Level 2: Using frightening or disruptive behavior.
Level 3: Revolutionary status.

The Rebel

The Rebel is a risk-taker who disregards the rules. The Rebel pushes the boundaries to bring about societal change, a new viewpoint, or a reawakening because they are tired of tradition. The Rebel must watch out not to cross too many lines in its pursuit of reform since it has the capacity to be motivated by resentment and bitterness.

To drastically alter some economic, political, or social structure, the activist campaigns for a cause. This sub-archetype gathers support for its cause by believing in the ability of individuals to bring about change.


To drastically alter some economic, political, or social structure, the activist campaigns for a cause. This sub-archetype gathers support for its cause by believing in the ability of individuals to bring about change.


The Gambler enjoys taking chances. There are no restrictions on the amount of money the gambler would wager, which can cause addiction and compulsion. However, this sub-archetype is sociable and has sound judgment.


Any type of classification or restriction is rejected by the free-thinking Maverick. The Maverick demonstrates intelligence, assertiveness, and fearlessness while going against the grain and has an independent streak a mile wide.

Brand Examples Archetypes Putnam Marketing

Examples of Outlaw Brands in the Real World


A classic example of a mainstream Outlaw brand is Harley-Davidson. For motorcycle enthusiasts, Harley-Davidson stands for liberation from strict social norms. "A lot is expected from you, to be certain things for a lot of people all day long," as one devoted rider put it. And if you don't keep an eye out, you might not be aware of your true identity. When riding a Harley, none of that is an issue for you. You and your friend are present.


PayPal position itself as the "new money in town" in a very strong Outlaw manner, despite the fact that some could say there are more innovative forms of commerce available today (such as bitcoin or near-field communication via Apple Pay or Samsung Pay).

The Outlaw Consumer

The consumer of the Outlaw may feel like a byproduct of the dominant culture. (For instance, people from marginalized communities who identify as minorities.) Alienation is a catalyst that can bring on rage. Outlaw customers enjoy risky activities and may even engage in destructive behavior for the sake of feeling "bad." When they feel particularly alienated, young people who are trying to "discover themselves" frequently push past the Explorer tendency and move straight on to Outlaw status.

Consumers in the underworld are drawn to things that are risqué, provocative, or controversial. They have a burning need to be free. Surprisingly, though, well-adjusted, law-abiding members of society who occasionally feel the urge to vent off some steam may also be among the fringe Outlaw buyers.

Brands that want to connect with Outlaw consumers must determine their level of extremism and take appropriate action. Mass communication is the most effective technique to get in touch with peripheral Outlaws. They do have a lower threshold for shock value but be advised.

Due to the risk of offending consumers, brands with a larger emphasis on revolution tend to steer clear of the mainstream and must instead connect with customers through niche special interest groups and online hubs.

Are You an Outlaw Brand?

Outlaw brands frequently tread a narrow line since they may occasionally be seen as insulting. Look at the goods or services you provide. Do they alter the social or economic norms in your field? How big is your clientele?

Still unsure of the archetype that best represents your brand? Test your knowledge of the 12 brand archetypes by taking the brand archetype quiz, and then review the answers to learn more.

Discover Your Inner Outlaw: Take Our Brand Archetypes Quiz!

Greetings Rebels, Mavericks, and Free Spirits!

In a world of conformity, there lies a spark of defiance in each of us, a longing to challenge the status quo. The Outlaw brand archetype, with its fire of rebellion and yearning for revolution, calls out to those who refuse to be bound by conventional norms.


The Outlaw Brand Archetype: Unleashing the Power of Rebellion

PROMISE: Rules were made to be broken.

CORE DESIRE: Revolution

GOAL: To destroy what is not working

FEAR: Being powerless

STRATEGY: Disrupt, destroy, or shock

GIFT: Radical freedom


Embrace Your Inner Rebel: Take the Quiz!

Are you ready to unearth your inner Outlaw and explore the uncharted territories of your brand persona? Take our brand archetype quiz and unveil the untamed spirit within you!


  1. Answer the following questions with the response that resonates with you the most.

  2. Total your points based on your answers to discover your dominant brand archetype.

Unleash Your Outlaw Spirit!

  1. When faced with rules and restrictions, I am most likely to:
    • a) Rebel against them, seeking to challenge and change the status quo.

    • b) Consider them, but may find alternative ways to achieve my goals.

    • c) Adhere to them, valuing stability and order.

  2.  In a group setting, I tend to:
    • a) Challenge established norms and question authority.

    • b) Offer alternative perspectives and solutions.

    • c) Follow established protocols and support established leaders.

  3. My approach to problem-solving is often:
    • a) Radical and unconventional, favoring innovative solutions.

    • b) Creative and adaptable, seeking out-of-the-box ideas.

    • c) Methodical and practical, relying on proven methods.

  4. When faced with adversity, I am more likely to:
    • a) Confront it head-on, regardless of the consequences.

    • b) Seek alternative routes and strategies to overcome it.

    • c) Evaluate the situation carefully and proceed cautiously.

  5. The idea of nonconformity and challenging the norm:
    • a) Excites and energizes me, driving me to make a statement.

    • b) Resonates with me, and I appreciate the value of diverse perspectives.

    • c) Makes me uncomfortable, and I prefer to stick with established norms.


For each 'a' answer, assign 3 points. For each 'b' answer, assign 2 points. For each 'c' answer, assign 1 point.


9 - 12 points: You're an Outlaw at heart! Embrace your rebellious spirit and let it guide your brand's journey towards revolution and change.

5 - 8 points: You possess Outlaw tendencies! While you appreciate the power of rebellion, you also value adaptability and creativity in your brand strategy.

1 - 4 points: You lean towards a different archetype. Embrace the strengths of your dominant archetype while drawing inspiration from the Outlaw's audacity and innovation.

Happy Revolution Day America! Unleash the Outlaw within and let your brand's rebellion spark a new era of change and innovation.

Stay tuned for more exciting brand archetype quizzes coming your way!

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