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The Irreverent Maverick puts the fun back into categories that have lost all sight of it.
Often an iconoclast, this brand sets out to do something very different, polarising opinion as it pokes fun at the category clichés, whilst unearthing true sentiment towards categories that seem to have grown stagnant.
A brand in this narrative will crucially take risks, often treading a fine line between audaciousness and over-stepping the mark. As such, building senior PR and legal expertise into the core strategy team is a must, to ensure they are ready to deal with the disruption these brands will inevitably cause.
In this era of marketing, the Irreverent Maverick brand will need to fully adopt internet culture, embracing the speed in which uproar travels, becoming an imminently bloggable brand and ensuring coverage often without big budgets. This brand will need to create a viral appeal at the heart of everything it produces through communications.
Campaigns should be tactically deployed; a large part of the marketing budget should be set aside for quick-turnaround tactical campaigns. Being quick is often the name of the game here. The brand will need to be fast, even when it is big.
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