Manifesto

There once was a time when marketers could tell their customers what to think; that time is no more.

There once was a time when marketing strategies sought simply to wow customers with captivating ad campaigns; that time has passed.

Like so many other things in the world today, the world of marketing is experiencing a virtual revolution. The mass market, in its conventional definition, is gone. It has been replaced by countless niche markets that overlap, interact, and converse in a dizzying web of influence.

Consumers have become smarter and are no longer willing to have their choices dictated from on high. They simply do not believe — or do not care — what brands have to say, and as a result, they have come to reject the messenger.

Your customers want to talk about what they want to talk about, not what you want to talk about. This means that you must engage them on their terms and address their self-interests before they will talk about what you want to talk about. But once you win them over, they talk plenty and make your job much easier.

Rebel Industries does not reject traditional marketing methodologies. But we recognize that they are insufficient and must be coupled with — and, at times, subordinated to — a basic grassroots approach. Such grassroots movements have always been at the heart of new ideas and crusades, from Christianity to civil rights to rock-n-roll and hip hop.

In keeping with our grassroots approach, our efforts focus on working from the inside. We locate people who are part of the audience you want to reach, we win their support, and then we enlist their participation in the campaign to spread the message to their peers. You might think that this concept is just for the text-messaging youth generation, but we have successfully shown that this method works the same, regardless of the audience. It’s simply a matter of understanding who your target customers are, what’s important to them, and through what means they choose to communicate with their peers.