6 Rebel Dimensions

Creative

Rebel by being creative

Enemy is Homogeneity, corporate thinking เช่น สมัย Grammy RS

Works well with brands that wants to connect with niche communities, champion counter culture

using creative to express thoughts

Change Maker

Champion of righting wrongs or fighting what is unfair

Enemy: the way culture has thought or behave to date

ตลาดนายทุนผูกขาด

คู่แข๋ง dominate ตลาดเกินไป

Irreverent

channeling an irreverent spirit in
response to big, boring, or beige

Enemy: The narrow-mindedness of the status quo, doing what you’re told to do, coloring inside the lines

ออกแนวล้อเลียน ต่อต้าน sarcastic ไม่เคารพ

Democratizer

taking things that were previously only available to
the few, and making them accessible to the many

Enemy: Restrictive Elitism, selective access

cultural experiences are limited to the affluent, influencer type

Fun

fighting for the fun things in life

Enemy: Boredom, sameness,
monotony, routine

Next Gen

claiming the throne as the most
modern and relevant

Enemy: The outdated, irrelevant, the
way things have been done before

Works well in markets where Mexican/tacos are very new and emerging