# Rebellious Branding Brands are taking risks by redefining their legacy with unexpected features. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jun 15, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/rebellious-branding ## Key Figures - Trend score: 5.3/10 - Evidence articles: 5 ## What is the Rebellious Branding trend? **Rebellious Branding:** Seeking to keep their consumers on their toes, brands are taking bigger risks in their branding and marketing strategies to create hype and excitement. From legacy brands changing their iconic names to those doing collaborations with brands outside their industry, these examples speak to the need to not only surprise and delight consumers, but also the need for consistent reinvention among big and small businesses. ## At a Glance - Evidence: 5 featured examples - Articles from: Oct 5, 2017 to Jun 12, 2018 - Published: Jun 15, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Rebellious Branding trend ### Unexpected Collaborations Brands are collaborating with companies and industries outside of their typical area of expertise to create unique and exciting products. ### Reinvention of Branding Brands are taking bigger risks in their branding and marketing strategies, from changing iconic names to creating new logo designs, reflecting the need for consistent reinvention among big and small businesses. ### Interactive and Playful Advertising Campaigns that incorporate interactive elements and playful twists on familiar imagery or concepts are gaining popularity as a way to captivate and engage audiences. ## What the Rebellious Branding trend means for industry ### For Fashion/Apparel Food and beverage brands are breaking into the lifestyle category by launching streetwear clothing collections, creating unexpected fashion collaborations. ### For Fast Food/Restaurant Fast food chains are using playful promotions and special events to engage customers and create brand loyalty. ### For Gaming/Entertainment Brands are partnering with gaming companies to create limited-edition collectibles, such as pinball machines, that combine vintage motifs with modern design. ## Workshop question What could you adapt or change to your branding and marketing strategy to get your consumers to see you in a different light? How could you change their perceptions? ## Trend signals for Rebellious Branding Trend score 5.3 out of 10, from popularity 76%, activity 76%, freshness 8%. - Popularity: 76% - Activity: 76% - Freshness: 8% ## Examples of the Rebellious Branding trend 5 featured examples from Oct 5, 2017 to Jun 12, 2018. - [Directional Logo Designs](https://www.trendhunter.com/trends/follow-the-arches-campaign): McDonald's 'Follow the Arches' Campaign Is a Playful Spin on the Logo (Category: Marketing) Implication: McDonald's 'Follow the Arches' campaign presents opportunities for other fast food chains to explore creative ways to incorporate their iconic logos into advertising strategies. - [Beer-Branded Leisurewear](https://www.trendhunter.com/trends/bud-light-x-kibl): The Bud Light x KIBL Collection Debuted During London Fashion Week (Category: Fashion) Implication: The fashion industry can explore collaborations with beverage brands to create unique clothing collections. - [Mysterious Pancake Chain Rebrands](https://www.trendhunter.com/trends/ihob): IHOP Changed Its Name to IHOb to Promote Its New Burgers (Category: Marketing) Implication: Restaurants can capitalize on menu expansion and limited time promotions to draw in new customers and increase revenue. - [Vengeful Valentine's Day Specials](https://www.trendhunter.com/trends/shred-you-ex): Hooters' Shred You Ex Event Rewards Jilted Lovers with Free Food (Category: Pop Culture) Implication: Event planning companies can explore and organize cathartic experiences for individuals looking to rebel against traditional celebrations like Valentine's Day. - [Nostalgic Red Pinball Machines](https://www.trendhunter.com/trends/supremes-pinball-machine): Supreme's Pinball Machine is an Unexpected Collaboration (Category: Marketing) Implication: Fashion brands could collaborate with companies from other industries to create products that are both stylish and functional, expanding their customer base beyond traditional fas… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)