The Irreverent Maverick uses wit and humour to challenge complacency and apparent comfort found in the bland. This challenger narrative is one of provocation, a poke in the ribs; deliberately setting out to entertain and engage. Their currencies are salience, talkability, the media spotlight – and perhaps an amused gasp of disbelief.
There’s no point making noise for the sake of it. We have to be making noise to bring attention to our beer.
The Irreverent Maverick puts the fun back into categories that have lost all sight of it. Crackling with counter-category attitude, they make gains by making headlines. They should be tactical, working quickly to respond to potential opportunities and creating shareable content. Crucially, they should take risks. Therefore, they should build PR and legal expertise into the marketing team.
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