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Create movement by positioning product as tool for rebellion against status quo

Brands entering established markets dominated by incumbents

6-18 months to establish rebellious positioning

What Success Looks Like

Customers adopt product as badge of rebellion, generating organic word-of-mouth and tribal loyalty against established players

Steps to Execute

1

Identify the current 'establishment' customers want to rebel against

2

Research what frustrates customers about status quo

3

Position your product as the rebellion tool

4

Create messaging that makes customers feel superior

5

Use authority figures to legitimize the rebellion

6

Give customers language to evangelize against old way

Checklist

Is there a clear 'villain' or establishment to rebel against?
Do customers have genuine frustration with status quo?
Does your product actually solve the rebellion problem?
Can customers easily explain why old way is wrong?
Are you providing tools for superiority feeling?

Inputs Needed

  • Established market with incumbent
  • Customer frustration research
  • Credible authority endorsement

Outputs

  • Tribal customer loyalty
  • Organic evangelism
  • Clear market differentiation
  • Premium pricing power

Example

“VW Beetle's 'Think Small' campaign rebelled against huge American cars, making small cars a hipster statement and bestselling category”