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!
