Kill the Competition: A Guide to Becoming an Anti-Hero Brand

The prevailing archetype of the 21st century is not the hero, it's the anti-hero. Thanks to Tony Soprano, the serial killer who kills serial killers. Think Walter White, the crystal meth-making chemistry teacher from Breaking Bad. Don Draper, the ambitious womanizer with no moral compass from Mad Men. John Dutton, the murderous patriarch played by Kevin Costner in Yellowstone. Larry David, the cantankerous anti-social curmudgeon. Jackie Payton, played by Edie Falco, the drug-addicted avenging angel in Nurse Jackie. It's a long list of popular anti-heroes that is getting longer.