Page 135 - Overthrow_Black&WhiteVersion

Its biggest fear should be that it might get boring. In other words, it needs to constantly provoke and cause a stir, and if it does the same thing too often then it will become tedious, so constantly evolving its attitude and tactics is important to stop boredom setting in.
All creative assets should be housed within owned channels and they should be easily shareable through social channels to maximise opportunity for distribution.
However, it is earned media that should truly be sought. The true KPI of an Irreverent Maverick is a collective gasp. As such, creating stunts and getting headlines all serve the cause. This should be seen as starting a rebellion and getting people to join your crusade.
And finally, they should keep tabs on how they are doing by monitoring online attitude towards the brand. If they are polarising opinion, they are fulfilling the role of the Irreverent Maverick.
134 Irreverent Maverick