The research-based biopharmaceutical company, Gilead, position themselves as a Rebel brand. As such, they bring attention to the issues that no longer serve the community. They are inspired by the opportunity to address unmet medical needs for patients living with life-threatening diseases, all around the world. Gilead embraces their role as a Rebel brand by inviting people to take action in regards to life-threatening, preventable diseases. Through their marketing communications, Gilead raises awareness about illnesses such as Hepatitis C and HIV and invites people to help stop it while they continue to find ways to treat it.
In general terms, Rebel brands challenge the world as we know it. They see a need for change and like to bring issues to the attention of the community. Rebel brands are the key to social change, instigating fresh perspectives and outlooks. They want to be disruptive so they can change society for the better.
The Rebel Archetype is particularly beneficial for Gilead because it allows them to stand up for what they believe while influencing others to help make a change. They stand out by being active, bold leaders, running several programs to influence people and ensure there is a positive change. They also use different marketing communications (a bit like propaganda channels) to shine light on unknown issues and facts. For instance, in one of their marketing videos they use analogies to help viewers understand that 50,000 people is a lot of people and concerningly, it is the number of people in the US contracting HIV each year. This is a visual and emotive way to help consumers understand their cause, which leads to brand engagement and support. The video also addresses those who may be marginalised because they have HIV and so they will help advocate the Gilead’s cause as they are looking for a solution.
Another well known example of a Rebel brand is Apple. This is evident in their tagline “Think Different”. Their positioning as a Rebel brand has persisted since their inception in 1976, acting as a conduit to change, revolutionising stale ideas and showing people there is another way. Their famous quote – “computers shouldn’t be boring beige boxes”, has resulted in the innovation we all enjoy today.
Marketing your brand as a Rebel is about standing up for what you believe in. It is about fighting to change the areas of the system that you believe no longer serve the greater good. Being a Rebel brand requires power and courage to help others understand there is a better way.
Do you think your brand would stand apart by positioning itself as a Rebel? How else could you play to this Archetype? It’s in your language, your visual communication, your social media, and at the very heart of your brand – its people. Want to learn more about your Archetype? get in touch today.