Rebellion sells

I recently caught these lyrics from the song Shelter by Rage Against the Machine:

“What you need is what they selling, Make you think that buying is rebelling”

Promoting the purchasing of a product as a kind of ‘rebellion’ has unique merit.

Some examples:

Apple – rebelling against bad taste

37signals - rebelling against stuffy, feature heavy applications 

Trade Me - rebelling against classifieds

Grand Theft Auto – rebelling against everything in town

Volcom – their brands tagline: Volcom | Youth Against Establishment

Negativity sells, and so does rebellion. It might happen naturally or be contrived. Either way, it works!