I'm working on a marketing assignment to rebrand a product. I'd like to use a superhero as an example of the personality that I want this brand to exhibit. The concept is A Rule Breaking Hero with a sense of humor. He knows there's better way to do things than "the way it's always been done" and he's practical. So the key elements are he (a male works best for this brand) doesn't always play by the conventional rules, but he wouldn't be a killer (so, no deadpool or wolverine). He's also more light-hearted so no Batman. Superman and Captain America are too much of a straight arrow to break any rules. While he doesn't have to be just a "regular guy". I could see that working as well.
I'm thinking Spider-Man, but also looking for some other ideas that might fit better. The more mainstream the better cause I have to explain this to people not familiar with comics.
Thanks for your help on this thought exercise.