The Rebel 50: Monocle and WeTransfer on what makes a maverick marketer

"Being a rebel, to me, essentially means parking the industry playbook. It means not necessarily following the herd. So, when people go that way, perhaps you go the other way or in that direction. It's not about chasing clicks; it's not about chasing short-term wins. I think, at the end of the day, it is about giving your audience credit and not dumbing down,"

"That sense of conviction is why Monocle has taken such a contrarian path since its launch in 2007. While most publishers pivoted away from print over a decade ago, Braso doubled down. While others scrambled for digital-first strategies, he built cafes, shops, radio stations and conferences - physical spaces where the brand's audience could engage deeply with its worldview."

Rebellion in marketing is framed as disciplined selectivity rather than chaos. It requires refusing to chase every new channel or short-term metric and instead giving audiences credit by avoiding dumbing down. Doubling down on core strengths and investing in physical touchpoints—print, cafes, shops, radio, conferences—can deepen audience engagement and produce long-term success. Rebellion also encompasses remembering creative roots and supporting communities that thrive when rules are bent, choosing when to reject trends and when to zag while others zig to preserve conviction and sustained relationships.

Read at The Drum