Marketing with no rules: What we can learn from brands that break the mould
In a world awash with best practices, proven formulas, and step-by-step strategies, some brands choose a different route: they throw the rulebook out the window. And surprisingly, sometimes shockingly, they win big.
From cheeky campaigns that mock their own products to brands that embrace chaos over consistency, rebellious marketing often grabs attention, fuels virality, and builds cult-like followings. But what makes it work? And when does it spectacularly backfire?
Rule-breakers who got it right
Liquid Death, a canned water brand, sells a product that couldn’t be more ordinary, but wraps it in a rebellious, heavy-metal personality. Their slogan? “Murder Your Thirst.” Their campaigns? Filled with over-the-top theatrics, punk rock, and dark humour. Despite selling water, they’ve created a lifestyle brand that’s anything but bland and are now valued in the hundreds of millions.
Cards Against Humanity, the famously irreverent card game, once ran a Black Friday sale where they increased the price of the game. Sales went up. In another stunt, they asked people to pay $5 for “absolutely nothing.” Thousands did.
These campaigns break every conventional marketing principle, like pricing competitively or offering value, but they work because they flip expectations. Consumers are drawn to brands that show personality, edge, and authenticity, even if it’s weird.
Why rebellious marketing works
At its core, marketing with no rules works because it creates tension. It surprises, disrupts, and makes people look twice. It feels human, unpredictable, and emotionally engaging.
In an age of ad-blindness and sameness, brands that challenge norms become memorable. They invite people to be part of a movement, an inside joke, or a bold ideology. They don’t just sell products, they sell attitudes.
But beware the burn
Of course, rule-breaking is risky business.
Remember Pepsi’s 2017 ad with Kendall Jenner? It aimed to connect with youth activism but came off as tone-deaf and exploitative. The backlash was swift and brutal.
Or consider Burger King’s “Women belong in the kitchen” tweet (meant to highlight a gender gap in the culinary industry). The shocking first line got attention, but the nuance was lost and the message backfired.
The line between brave and brazen is thin. If your rebellion doesn’t align with your values or feels like it’s trying too hard, audiences will call it out. Authenticity and clarity of intent are essential.
The takeaway for marketers
So, should we all become rule-breakers?
Not necessarily. But every marketer should be willing to challenge assumptions. Great marketing doesn’t just repeat what’s worked before, it experiments, takes calculated risks, and occasionally colours outside the lines.
At IMM Graduate School, we teach marketers to be strategic, creative, and fearless. In today’s world, where consumer attention is the hardest currency to earn, sometimes the most powerful question you can ask is: “What if we did the opposite?”
Our Diploma in Marketing Management (an NQF level 6 qualification) provides students with a broad understanding of marketing principles and the functional areas within an organisation. You’ll gain the skills to solve practical marketing problems and contribute meaningfully to business success – even in unconventional ways.
Because sometimes, breaking the rules isn’t just brave – it’s brilliant.