View our privacy policy before signing up. Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support. Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy.

The purpose of Artificial Intelligence AI has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th Also there are many ip tools you can use: In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.

How Mercer, Gartner harness digital experiences for the future Salesforce: Australian CMOs are some of the bravest. Sign in with LinkedIn Sign in with Facebook. Recommended Krispy Kreme builds on omni-channel retail ambitions with Two-thirds of digital media to be programmatic How a real-time customer feedback loop is helping Building a single customer view at REA Group. How to check your unconscious bias at the door CMO's top 8 martech stories for the week - 13 December Is customer segmentation dead? Richard Taylor Senior digital strategist, Spinach.

How people buy brands Andrew Ehrenberg was a giant in the field of marketing science. Is artificial intelligence riddled with bias? Katja Forbes Founder and chief, sfyte. But whereas Superman, Wonder Woman, Hercules, and many other conventional heroes have both the physical and moral capabilities to do it, an antihero almost never has both. Anti-Heroes are spread all over the alignment chart , tending toward Neutral types.

Traditionally, in literary analysis, the meaning of antihero was effectively the opposite of the now common usage, lacking the elements that make a hero "cool" rather than the elements that make them "good". Willy Loman and Shinji Ikari are archetypes of this form. If you've been sent here by a work referring to someone as a "Type-I" antihero or so forth , they are referring to Analysis. Anti Hero , which is a sub-page of this one.

Since those numbers are no longer used even on that page, they should be replaced with an appropriate named type. Character types particularly prone to anti-heroism though many have their share of straight-up heroes, and villains too include:. For an ensemble of these heroes, see Anti-Hero Team. Not to be confused with the webcomic Anti-Heroes. You need to login to do this. Get Known if you don't have an account. Batman 's normally against using guns. But for this scumbag, he'll make an exception. He is sweet, but won't hesitate to torture someone for information on his friend's whereabouts, and has no problem in killing a criminal without remorse if they really piss him off by torturing his friend with an inch of his life, and gloating over his friend while he's dying.

Portluck is a Good Is Not Nice version. Reality's Curtain , Lady Light is happy to torture and murder her enemies with a smile on her face, and probably only qualifies as a hero because she's fighting the bad guys. Kimiko seems to be a lighter gray but is a huge Jerk Ass to just about everyone and happy to resort to physical violence even when the person she's assaulting was just trying to be her friend. Mao of the Deliverance , Mao is the brilliant but borderline-insane protagonist who will do whatever it takes to reunite with his lost love C.

He also intimidates and manipulates innocent Muggles without a care. Drake Aurion from Tales Of Fate is a very unique example. While he presents himself as a loner with a dark and troubled past, he actually has a strong sense of camaraderie with his friends, but has little faith in humanity and only fights to help others because it's the right thing to do.

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He's also killed more people than anyone at Beacon Academy ever has. Shugo Kino from Pretty Cure Heavy Metal is usually this, but ever since episode 45, she'll become a psychotic yet Well-Intentioned Extremist when confronted by dangerous criminals such as Kuroimetaru. Beren from Russian Tolkien fic Beyond the Dawn.

In Beyond the Dawn he's angrier and more pragmatic. Secret War , a Warhammer 40, fan fic, that follows Attelus Kaltos, a mercenary apprentice assassin, who is so morally grey in his actions, he could even be interpreted as a Villain Protagonist. The Tamers Forever Series has several examples, such as: Slightly mad, a Blood Knight and quite willing to carve a bloody swathe through almost anything he regards as an obstacle Chivalrous and unfailingly polite to women? Check unless you insult his girlfriend.


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The worst you'll get is temporary hives. If you're a man he will hold you at knife point. Total disregard for anything approaching authority? Occasional habit of torturing enemies? Complete disregard for the value of human life when it might constitute a threat to those he cares about? He generally hovers around Pragmatic Anti-Hero until Ginny turns up.

Then he's generally a Disney Anti-Hero, with Unscrupulous tendencies when someone he cares about is hurt. Joachim Hoch from the Uplifted series, on the one hand is a Waffen SS Officer somewhat disenchanted with the war, charming and kind, sympathetic to the Quarians, and has lines he will not cross. He offers to let his Jewish sister in law escape, though that confrontation ends badly in a shocking fashion.

On the other hand he is violent and brutal in combat, not shy about his anti-semitic, homophobic viewpoints though it does get him into trouble with Hanala at times , and fiercely believes in his cause. He is Waffen SS for a reason. His Quarian counterpart and eventual lover, Hanala Jarva, is manipulative, lying, and brutal, and yet more idealistic than Hoch. Even if it usually is Hoch who plays the role of peacekeeper. Though as of the first interlude taking place in both Hoch and Hanala seem to have become a Disney Anti Hero in their old age.

Each also seem to have taken a level or two of Magnificent Bastard as well. To start, he killed a batarian thug, stopping him from mugging him and looted the corpse for anything of value to use. He agreed to work with Cerberus on a project to repair his Transportalponder though he was not happy about it himself , abandoned Liara and Feron at the mercy of Tazzik when things turned for the worse during their pursuit of Shepard , and took a Blue Suns Centurion hostage to extract information on Liara's and Feron's coordinates from her comrades. On the other hand, he had assisted the NCR during his travels in the Mojave, according to the narration.

He was also squeamish working with Cerberus but didn't see much of the choice but to go along.

The rest of Team Quantum still count, but Aeon takes it further when he sucks Team Ebony in his stomach-mouth and puts them through Training from Hell. As a reward, they are now fearless and can use time-themed attacks, but are severely traumatized as a result. Even the rest of Team Quantum didn't like what he did.

General Nuken of the Draconian Army is also one, what with his tendency to enjoy killing things and being a sociopath. However, despite this, he is devoted to the Draconian Empire and is well intentioned. His personality is actually due to him taking all the negative personality traits from his brother when they evolved from a Nincada. Tama in The Lion King Adventures. She does a few good things, but mainly for her own needs. Diaries of a Madman has one in Navarone.

He'll usually do the right thing when it really matters, but he can act in very unethical and underhanded ways, and can be extremely abrasive. Celestia also dips into this on occasions as well. Defender of the Human Race , as of episode 11 ProtoMan is this. In Tech 10 Rebooted , Tech fights for what he believes is 'justice', and will straight up ignore the safety of people or the upholding of the law in order to accomplish his goals. The protagonist, Lockbox, of My Little Metro is gradually becoming this as the depravity of the Metro wears down his better natures.

After she uses her "super-breath" to freeze him in place, thus nullifying his stretching powers, he assumes that she has insured that he'd thaw before suffering permanent damage from frostbite. Alex corrects him, telling Richards that she neither knows nor cares whether or not he'll thaw before being permanently injured. Seamus Finnigan , whose method to defeat the Big Bad in Sluagh is by ritually torturing and murdering his recruits both current and potential. Jason Shepard, aka Lightstorm of Sailor Moon: Legends of Lightstorm is this, though his motivation stems primarily from necessity.

Due to legally not existing, his main source of income is money and resources that he takes from the criminals of Tokyo that he kills. Mostly this is so he can buy things like food, clothes, and materials to make his armor and weapons, but he has been shown to have other reasons for going after criminals in one instance, he seemed to be extremely angry with a drug dealer so much so that he seemed about to torture the guy to death , and less than a minute later he refers to the session as "training" to Luna over the phone.

His motives are unclear, but he is rather sarcastic and pragmatic. Tom in Tom Riddle's Schooldays is nice and helpful for selfish reasons. Shinji from Thousand Shinji is a violent jerkass, manipulates people's feelings and often displays a disturbing lack of empathy. Still he fights Eldritch Abominations and eviler people than him, and he intends to save mankind. Subverted in The Second Try. Shinji and Asuka were this in the original timeline and in the After the End chapters since they fought to save the world for selfish reasons or merely struggled to survive , but in the "repeat" chapters they're straight up heroes: They really don't have any reason to pilot the EVAs anymore.

They lost everything the first time around, they had dealt with their issues and regrets a long time ago, and now they've lost their daughter. They don't have any attachments to the world, nor anything to gain from saving it. But they choose to fight anyways, just to give the world another chance. In Worm fanfic Quicken , Emma's fighting style is brutal and gory and she kills a lot of people. Said people are thugs, gangsters, rapists and Nazis who want to kill her, rape her or sell her into slavery because she is too white, she isn't white enough, she's a woman or she's in the wrong place in the wrong time.

I was done with words. I was tired of being tossed from one struggle to the next. I was done listening to them and their useless voices. I was done hearing them talk, make justifications for their depravity. I was done watching them continue to breathe. I was just done. They thought I couldn't hurt them? Kevin, Stuart and Bob, the three main minions from the prequel Minions , are the examples to this rule, in a way. Although they intend to find their sinister master for them to serve, they perform acts of goodness, such as looking out for each other, as well as unintentionally save England from Scarlett's influence.

Same thing goes with the eponymous character of Megamind. Jack Frost from Rise of the Guardians may be brave and heroic at heart, but also an incorrigible trickster who prefers to work alone.

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Bunnymund is also one, acting like a complete jerk, although he deeply cares for his friends and children. Legend of the Seven Seas , the titular character is definitely this. While he proves to have nobility and courage, Sinbad is also a thieving pirate captain who initially attempted not to return to Syracuse even though his best friend's life was on the line. Wreck-It Ralph arguably counts as one, as well as a subverted Villain Protagonist. God Forbid's song "Anti Hero" Explore themes of anti-heroism, with lyrics like "Torn between right and wrong.

My Chemical Romance 's "Killjoys". Sonata Arctica 's "Peacemaker". Professional Wrestling thrives on anti-heroes, as the very nature of the show requires even the most idealistic to pound someone into a gooey paste for a living. Plus, if a woman dumps a man and betrays his trust, the audience will often demand physical retribution from the wronged hero.

So while Baba was respectful, subdued and straight laced, Inoki was showier, cockier and rougher, almost to the point of being Baba's Evil Counterpart if not for the fact all the fans loved Inoki like a hero. El Canek was this in Lucha Libre Internacional. A sort of "jerk but our jerk" deal. Dick The Bruiser and his "cousin", The Crusher, were basically insane drunken blood knights. But they beat up people fans didn't like and usually didn't resort to cheap tricks, putting them solidly in baby face territory, in contrast to say The Sheik or Ox Baker.

Macho Man Randy Savage , meanwhile, made his name by always being on the edge of a psychotic breakdown and would defend his girlfriend Miss Elizabeth whenever necessary — even though he wasn't always the nicest guy to her. Hulk Hogan 's status as superhero and protector of the innocent meant he could get away with a lot of things on camera, such as hogging the spotlight and fighting fire with fire.

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Infamously, Hogan was unrepentantly nasty in matches with No Disqualification rules, almost instantly resorting to tactics that were typically only used by heels. The Undertaker was one of the earliest anti-heroes in the WWE. Several examples-including ones listed on this very page-do predate him, though.

Jake Roberts was, at his best, a sinister, darkly intelligent schemer. Yet was still wildly popular with the audience. Almost required of pretty much any FMW baby face, with Atsushi Onita setting the example by establish legit explosives as a legit means of intimidating and or defeating your opponent. However, while Onita was a loopy but laid back and funny guy, this approach did not work so well for Tarzan Gotoh, so the following male faces Hayabusa and Masato Tanaka were more "traditional" heroes.

FMW was such a violent promotion that the two still qualified as antiheroes in the more mainstream puroresu feds, however, and it was only the male faces that had to become more heroic, averting Women Are Wiser. At any given time in ECW one could look in the locker room and find the entire gamut of them, from the classical in Tommy Dreamer all the way down to the pay evil unto evil New Jack and everywhere in between with crazies like The Sandman or arrogant showboats like Rob Van Dam.

During The Rock's heyday, he was cheered by millions and millions of fans while showing classic bullying behavior, most notably to Mick Foley. El Santo was a failed rudo who failed so hard he became the greatest tecnico of his time and maybe of all time. He held a grudge against Blue Demon but this mostly resulted in them simply having matches to prove once and for all who was better.


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For that matter, Blue Demon and Black Shadow. Black Shadow only became a tecnico because Defeat Means Friendship after he lost his mask to El Santo and Blue Demon only became a tecnico to get out of a mask vs mask match with El Santo. That said, both of them did genuinely support him after, disapproving of their would be successors, Los Misonaries de la Muerte, going so far as to trying to kill their rival.

Among the colorful luchadors and superheroes of Chikara , Eddie Kingston stands out for being, well, not. In fact, most of the time he wasn't a tecnico, with his apparent Heel Face Turns being more about being in need of allies to fight numerically superior foes rather than genuinely embracing tecnico ideologies, as opposed to the more obvious turns of others.

It was also ridiculously easy to get Kingston to revert, as Jimmy Jacobs proved. Still, Kingston considers Chikara his home and will give everything to defend it while it stands. While it doesn't stand is another story , but for the most part the Chikaramy consider him a hero.

Homicide for most of his career in Ring of Honor. He had an entire "redemption arc" that basically amounted to him assaulting and stabbing anyone and everyone within arms reach who had ever so much as annoyed him at any time during the promotion, once attempted to murder Colt Cabana , ambushed fan favorite Samoa Joe , corrupted founding father Low Ki and was all around abrasive. But fans almost always took his side, he was the lesser evil against the likes of Jim Cornette and Bryan Danielson , and saving the promotion from Chris Hero 's destructive CZW invaders didn't hurt Homicide's case either.

Also, reDRagon deserved it! Delirious , also in Ring Of Honor, during his "Red Poison" feud with Hangm3n, which involved him spitting trachea restricting poison on Adam Pearce and his cohorts for trying to hang him. Delirious would also use rough tactics on many other wrestlers not associated with Pearce during this time period, though he would eventually mellow out. MsChif in general but as SHIMMER Champion in particular, as she was the only baby face wrestler for over decade to win the singles title belt and remain a baby face while holding it, but was also among the most ruthless baby faces of the , and displayed a stunning lack of social skills and had a " demonic " gimmick.

Randy Orton in his face role. What better example of an antihero do you need than a man who told Sheamus to his face that he would RKO his own grandmother if it meant holding on to the WWE title, and then he would RKO Sheamus' grandmother just to see the look on her face. All the while he's one of the most beloved wrestlers in the WWE. CM Punk in Many in WSU , but aside from perhaps the wrestling pimp Human Tornado from the early years, no one was more this trope than Jessicka Havok, whose crimes included trespassing, destruction of property and attempted murder but became a face by default when CZW took over the promotion and DJ Hyde became the new boss.

Simply by fighting her very justified ban from the promotion while Hyde happened to be at the helm was enough to get fans on Havok's side, as was her attacking in a technical show of "biting the hand that feeds you" when he initially decided to lift it. This lead to an effort on Steen's part to destroy Ring Of Honor with Suffering Ugliness Chaos and Mayhem but Steen had been legitimately trying to get his job back for so long that fans sympathized with him and SCUM didn't truly start getting booed until Jimmy Jacobs and Steve Corino turned on Steen for losing to Jay Briscoe and installed the much easier to hate Matt Hardy as the new leader, also firmly cementing Steen as a still rough around the edges baby face who now had to take down the evil stable he created.

Anti-Hero - TV Tropes

Jason Whittaker, John Whittaker's adult son, from Adventures in Odyssey is certainly this; particularly when faced with a dangerous or otherwise sticky situation. He is the most likely to be told that he doesn't have to ignore basic morality to successfully counter evil, and he tends to be very cocky and aggressive when he thinks he knows what he's doing. The Shadow of the radio series is a Lighter and Softer version of this term, at least during Orson Welles' tenure.