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4min chapter
The Allure of the Bad-Ass: Advertising Antiheroes
Under the Influence with Terry O'Reilly
The Rise and Fall of Anti-Hero Brands
Liquid Death is not like other brands. It dares to taser its haters, it mock kills its own customers and sells dismembered hand candles with Martha Stewart. While on paper it seems strange to cheer for morally ambiguous anti-heroes, there is an underlying attraction. Anti-heroes give our resentments a voice. Maybe in the end, we forgive anti-heros because we recognize ourselves when we watch them. We are all flawed.
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