"For Anders Braso, chief marketing officer at Monocle magazine and one of our Rebel 50, rebellion is about discipline, not chaos. For Berit Block, head of marketing at WeTransfer, it's about remembering your creative roots and supporting a community that thrives when the rules are bent. Together, their perspectives highlight how rebellion isn't about rejecting everything; it's about knowing what to reject, what to double down on and when to zag while everyone else zigs."
"Being a rebel, to me, essentially means parking the industry playbook. It means not necessarily following the herd. So, when people go that way, perhaps you go the other way or in that direction. It's not about chasing clicks; it's not about chasing short-term wins. I think, at the end of the day, it is about giving your audience credit and not dumbing down," he tells The Drum Live audience."
Rebellion in marketing is framed as disciplined selection of rules to reject and practices to retain. Refusal to follow herd mentality includes avoiding the chase for short-term metrics and every new channel. Doubling down on physical experiences, print, cafes, shops, radio and conferences can create deeper audience engagement than purely digital-first pivots. Successful rebellion credits audiences, resists dumbing down, and prioritizes long-term value over clicks. Remembering creative roots and supporting creative communities enables rule-bending that sustains innovation. Rebellion therefore centers on knowing when to zag while others zig, and on choosing which conventions to challenge.
Read at The Drum
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