Strategies where companies attempt to break into untapped markets can be highly effective. But what about strategies for standing out in crowded markets?
Businesses take a number of routes to differentiate themselves from the competition. You might offer novel services or goods. You might try to find ways to add additional value. Still โ sometimes, the best way to set yourself apart is to break the mold.ย
Conventional wisdom and best practices will only get you so far. Thatโs where rebel marketing tactics come inย โ allowing marketers to disrupt traditional strategies and seize momentum in unexpected ways. But โ what is rebel marketing at its heart? Further โ what does it look like? Letโs explore.ย
What is Rebel Marketing?
Rebel marketing tactics refer to those that break traditions in some meaningful way. Itโs a way to characterize your brand โ as one that in some way runs counter to the practices and norms that dominate your market.ย
Some characterize the rebel brand as a brand archetype. These are brands that take less worn paths, change the way products are offered to consumers, and aim to disrupt.
Itโs a brand strategy that can pay off big time โ but it requires careful consideration. First, itโs important to remember that most businesses follow norms for a reason. Other times, there isnโt a good reason.
Hereโs where it gets tricky. Identifying the right time for rebel strategies is paramount to success. How do you know when your market is ripe for disruption?ย
Is My Market Right For Rebel Marketing?
Here are some of the factors to consider as you embark on a rebel marketing strategy:ย
High Levels of Conformity
Rebel marketingโs strength very often lies in its ability to differentiate. Is everyone doing the same thing in your market?ย
In some markets, โrebelโ marketing is actually commonplace. Disruption is everywhere. In these industries, where consumers are more likely to notice by the stable rather than the radical, it may not be sensible to adopt a rebel marketing strategy.ย ย
However, most industries are conformist. Over time, people have found what they call the โbestโ way of doing things. It works, so โwhy change it?โ This is where a rebel strategy can be highly effective, bucking the trends and attracting significant attention.ย ย
Weak, Stagnant Processes
One sign that your market is ripe for a rebel marketing campaign is that common practices seem arbitrary or unnecessary. When a sector seems to be atrophying, a jolt of rebellion can truly change the game.ย
In other words, if the only reason you can identify for conforming to traditional practices is because thatโs the way weโve always done it โ it might be a sign that rebel marketing will thrive.ย
Implementing a Rebel Marketing Strategy
Once youโve determined that your market is ripe for rebel marketing, itโs time to start disrupting. How can marketers position their brand as a rebellious one? Here are some strategies that are important:
Keep consistent in your messagingย
If youโre posturing your brand as one that breaks the rules of tradition, do so consistently and with purpose. Part of the rebel brand approach means really believing in what youโre saying. This sense of conviction requires consistent messaging that does not contradict itself.ย
Common Grievances? Seize Them
If youโve noticed that thereโs no reason for businesses to keep doing the same thing โ your customers have probably noticed, too. Tap into their frustration and offer them a better way. This is an opportunity to send a clear message that if theyโre tired of the same old thing, you have something better to offer.ย
Social Listening
Keep a careful eye on how consumers perceive your brand. Itโs important to make sure that your approach resonates with your key target audiences. If youโre taking an approach that leverages the power of unspoken but widespread beliefs or your audienceโs fatigue from traditional marketing or operational approaches, itโs important to make sure youโre really hitting the mark.ย
Regulatory, Legal, and Ethical Considerations
Another factor to consider is the legal, ethical, and financial viability of such a strategy. When we adhere to existing best practices in our industry, itโs often well-known which tactics are safe and effective, as there are well-worn paths to take. Taking an approach that promises to disrupt can be effective, but itโs important to consult with compliance and legal experts in your field first.
Examples of Rebel Brands
So, what does rebel marketing look like in practice, and who has done it successfully? Perhaps itโs no surprise that in the digital age, many companies have successfully carved a place out for themselves in consumer history. Here are a few examples:
- Red Bull: Red Bull is known for their energy drinks, but theyโre also known for their marketing campaigns. From sponsoring extreme sports to collaborations with well-known figures, Red Bull has set an example for how brands can break molds.ย
- Apple: Apple has thrived in an environment in which they set themselves apart from competitors by proudly taking a different approach to product development.ย
- Tesla: Not only has Tesla been influential in the broader EV market, but theyโve changed the way consumers buy products as well, allowing for cars to be sold directly to consumers rather than through dealerships.ย
The Bottom Line
Rebel marketing is a strategy that, rather than shying away from controversy, revels in it. For some brands, itโs been the key to success in crowded and otherwise conformist markets. If youโre looking for ways to make your brand stand out โ this might be the path forward. Remember, itโs important to make sure that, while youโre breaking molds, you also consider the ethical or legal considerations โ and keep your messaging purposeful and consistent. Pay attention to social conversations happening around your brand, and ensure your message resonates.ย
Ready to disrupt? Or โ just looking for help with anything marketing and design related? Thatโs what weโre here for. Weโve been helping businesses just like yours stand out since 2004. To learn more or get started, get in touch today.
