As I was reading "Why Johnny Can't Dissent" automatically I started thinking about archetypes in advertising. There are 12 different archetypes and one of them is "the outlaw." Here is a complete branding strategy all about, "no longer enforcing order, but destroying it." (275) And there is no better company better at embracing this rebellious culture than Harley Davidson. To help illustrate this, check out the video below. I mean, what is more rebellious than, "we believe in the bucking the system that's built to smash individuals like bugs on a windshield."