Vice: The Role Model for Outlaw Brands

To adults who grew up consuming their media from Channel 4, the methods of Vice Media may be incomprehensible. Vice has become a blueprint for what is known as “new media” which relies on the internet for distribution. The upstart began in traditional media as a 16-page Montreal magazine, but now pushes the limits of content publishing to be much more than print publishing or cable broadcasting. Vice is an Outlaw in the media industry because of the way it refuses to mimic typical media companies.

Since publishing its first issue in 1994, Vice Magazine has expanded into Vice Media, which includes Vice News, the television network Viceland, a creative and advertising company called Virtue, a record label, and Vice Digital. All of these moving parts combine to create a new age media company that reaches a global audience of 350 million people. Vice targets a younger audience with the 1,700 pieces of content that it produces a day. The company’s new take on media and their angsty, speaking-truth-to-power persona appeal to generations with a distrust of established media institutions. By catering to members of this young audience around the world, Vice has proven that their new media approach is a successful one.

The brand’s Outlaw personality is apparent in all of its content. Vice magazine covers depict nudity and drugs, and news articles aim to criticize the establishment. Rebellion is in the company’s DNA, so it is only natural that it also appears in its branding.

Lets look at what a true Outlaw’s marketing strategies look like.

Vice’s original logo was the word “voice” typed into a word document in an unusual font. Luckily for the company, a graffiti artist intervened and designed a new logo with spray paint and asphalt. The logo has had the street-art appearance ever since. Graffiti is the perfect look for an outlaw brand because it symbolizes defiance. Graffiti artists are inspired and refuse to be told what they can or can’t do with their art. They will make their art seen no matter what, just like Vice.

The design includes long curves that end in sharp points. The letters are big and bold, and the outline is thick and definite. The result is a logo that exudes confidence and maybe even cockiness. It successfully symbolizes a company that operates unlike any traditional media institution and goes against traditional conservative culture.

Advertising

In the technology age, marketing strategists would tell you to focus on a digital presence. This would also seem like the main priority of a largely digital media company. But Vice stayed true to its rebellious personality and opted for a largely physical advertising campaign. The company used street posters and bus stops to advertise its television network, Viceland.

The most striking thing about these posters is how minimal they are. Each design includes the title of a Viceland tv show, the day and time that it airs, and a block of text that simply describes the show. Most of the poster is taken up by its plain white background. There is a very noticeable absence of decoration, yet the posters are stil eye-catching. Passers-by are drawn to the poster by the bright white minimalism and bold font. The posters encourage people to stop and read because the stark content is approachable and easily consumed.

If the design of the ad didn’t grab your attention, the content of posters certainly will. All of them contain something that is either profane, countercultural, or offensive. Instead of masking the network’s content to make it at least seem a little more respectable, Vice embraced the shock factor. They wanted to give the audience something that would receive a second glance. By refusing to obey social norms, Vice ensures that its ads will be remembered and that they will appeal to audience members who also rebel against conservative culture. Vice makes no attempt to hide their rebellious personality and shatters audience expectations to stand out among competitors.

Vice pushes against modern marketing strategies even harder with this newspaper ad. The media company purchased a whole page in the New York Times, covered it in black inc, and put only its network’s name and phone number. This ad is very similar to the last street poster in the previous ad that only says, “Viceland. It’s a TV channel.” The spectacle of such an odd ad and the lack of any additional information about the product makes the audience curious. It will drive viewers to want to find out more about the brand. With marketing methods that cut against the grain, Vice Media garners increased interest in their content.

Brand Voice

Throughout the company’s marketing, Vice is unapologetically blunt. It does not disguise what it is or decorate its messages with polite language. Vice takes frill out of its advertisements and boils it down to the necessary information. This is best seen in the description of the television shows on the ad posters, which give a 4-5 sentence, straightforward description of the program — even if the show contains taboo topics. The company’s honesty is a very different approach to marketing that is like a breath of fresh air to consumers.

Public Perception

Vice is widely known for its unexpected success and its rebellious personality. An article titled “The Virtues of Vice: How Punk Magazine was Transformed into Media Giant” was written by The Guardian in 2015, and it ranked 27th on Fortune’s most recent list of “Unicorn Companies.” Business people praise the startup’s ability to use new media strategies to achieve such a high valuation, and customers show their admiration for the brand’s authenticity by returning for more content. Unfortunately, office controversy and criticism of Vice reporting have recently clouded the company’s success, but the appeal of this Outlaw brand remains respected.

Top 3 lessons that other Outlaw brands can learn from Vice?

1. Don’t conform to today’s “best-selling” forms of marketing. Find ways to “zig” when others are “zag”ing to differentiate yourself from competitors.
2. Shock can be a powerful tool to make your brand memorable. Stand out in the mind of consumers by violating their expectations.
3. Utilize classic symbols of rebellion. Add hints of graffiti, alternative music, art, or any other aspect of counterculture into your designs to capture the Outlaw personality.

Could your brand be a “Outlaw” brand like Vice?

Take Ardent’s Brand Personality Quiz to find out which of the 12 brand archetypes you represent.