
- “Rules are made to be broken”
- “I’d rather be one person’s shot of whiskey than everyone’s cup of tea”
- “Well-behaved women rarely make history”
- To overturn the old, dysfunctional system
- Appeals to customers or employees who feel disenfranchised from society
- Helps retain values threatened by emerging ones
- Paves the way for revolutionary new attitudes
- Low to moderate pricing
- Breaks industry conventions
- Crossing over to “the dark side”
- Crime
- Harley-Davidson
- Diesel
- Urban Outfitters
- MTV