The Maverick

About the Maverick

The Maverick is a powerful archetype because it speaks to the part of all of us that wants to say “screw it” and maybe flip over a table. Maverick brands empower us to challenge the status quo, and we admire them for it. They have the courage to speak up and say what we’re only thinking, and they don’t let outside authority influence their opinions.

At its most admirable, the Maverick is the only one bold enough to stand up and destroy what’s wrong in the world. When we encounter a Maverick brand, we feel liberated, stimulated, empowered, and a little more willing to be bold ourselves.

This archetype fits brands that sell products intended to destroy something (literally or virtually) and brands whose products are genuinely revolutionary. It works well for brands representing sex, alcohol, or subversiveness, and for industries where people are tired of the standard way of doing things. If you’re personally loud, outspoken, or opinionated, the Maverick may be your home.

The Maverick Subtypes

The Vigilante

Also known as the Cowboy or Rogue Agent. The Vigilante takes matters into their own hands. Think of Uber, which disrupted the standard way of doing things without caring who it might upset. The question this brand answers: “What change might you effect if you do things differently than expected?”

The Liberator

Also known as the Hacker or Robin Hood. The Liberator breaks free from oppression, or from a system that keeps people from their full potential, and may lead a revolution. This subtype can also liberate us from negative thoughts, limiting beliefs, or unhelpful feelings. The question: “Who is being taken advantage of, and how can I step in to help?”

The Provocateur

The Provocateur is a master of using what’s shocking to enact change or get people talking, leveraging taboo to grab attention or make a statement. This brand says the things most of us have thought but wouldn’t dare say out loud, and it disrupts boredom and complacency along the way. The question: “How can I get people to pay attention, and what do I want them to do once I have it?”

The Maverick’s Worldview

The Maverick’s worldview resists simple categorization. Some Mavericks value meaning and fight a broken establishment. Others are motivated by outrageousness, liberation, non-conformity, and life on the fringes of society. Still others are closer to true outlaws, disrupting societal norms for personal gain.

What unites them all: every Maverick believes rules were made to be broken and embraces “I’m free to be me.” Their enemies are out-of-touch systems, oppression, voicelessness, conformity, and obedience, especially following other people’s rules.

The Shadow Side

Every archetype has one. The Maverick finds it easy to offend and take things too far, and can come across as aloof, superior, or hostile. The knee-jerk reaction against anything popular means Mavericks may miss things that are standard for a reason, or fail to keep what’s working simply because they’re too reactionary. Great Maverick brands stay loud without losing their judgment.

Brand Don’ts for the Maverick

• Never jump on the bandwagon or agree with an opinion just because it’s common.
• Don’t appear submissive or accept abuse from anyone.
• Never tone down your message to be more palatable or appeal to the mainstream.
• Avoid volume without value. Say it loudly, but what you say should matter.
• Don’t be inauthentic. Maverick audiences are especially quick to spot it.