Where there is light, there are shadows; where there is white, there is black. For a brand to truly have depth, it needs substantial shades of gray. Icons like The Godfather and Batman embody this duality—neither fully dark nor fully light. The righteous may lead peaceful lives, but it is the reformed rebel whose story becomes legendary. Heroes are for living; rebels are for history.
Creating a Trend
To spark a widespread trend, three tactics stand out:
- Be sufficiently rebellious. Opposition is inevitable, as humans naturally criticize without vested interest, a deep-seated evolutionary mechanism for self-protection.
- Be boldly unattractive, turning flaws into symbols. Consider the ’80s trends like frog-eye sunglasses and bell-bottom jeans. Even leading actors must embrace ugliness to clinch top awards.
- Erect barriers. Make most feel the pinch of inadequacy. This is the underlying code of true popularity.
Leonardo DiCaprio, despite his early fame from “Titanic,” didn’t win an Oscar until he portrayed a near-savage in “The Revenant.”
