A brand reading
Vice.
Outlaw Reportage from the margins.
Vice built a media empire on the proposition that everything legacy media wouldn’t cover, they would. The Outlaw’s tell is that the brand’s editorial line and its commercial line are the same line: refuse the consensus, then sell access to the refusal.
The five-layer reading.
- 01 Motivation
- Outlaw. Reportage from the margins.
- 02 Mind
- ENTP
- 03 Temperament
- Choleric
- 04 Persuasion
- Pathos
- 05 Expression
- Distorted (post-2017)
Restless, contrarian, drawn to the edge. When the Outlaw becomes the establishment in its own category, the archetype distorts; Vice’s late-stage troubles are textbook.
Famous spot
VICE on HBO, 2013