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The Ruler

Power is The Only Thing

This archetype knows that taking control is the best thing to do in order to avoid chaos. The Ruler is a manager, role model, parent, corporate CEO, leader, boss, or anyone who has an authoritative and commanding manner. Don Corleone in the movie the Godfather is the quintessential ruler. The ruler archetype has a very dominant personality and desire control over everything else. Therefore, one of their primary motivations is to obtain and maintain power, their actions have a feeling of intimidation to them. The core desire of the Ruler is to create a successful community, company, or family. They are afraid of being overthrown and in chaos. The Ruler archetype in branding is best used for:

  • Upscale Hotels
  • Watches
  • Luxury Cars

To resonate with rulers, a brand needs to demonstrate its superiority and exert its leadership. An articulate, refined, and commanding brand voice is appealing to rulers, in addition to messaging that reaffirms their status.

The Ruler archetype is used by such famous brands as:

  • Rolex
  • Mercedes-Benz
  • Louis Vuitton

Those are three different industries, however, all the brands use messaging, language, and imagery depicting a luxurious lifestyle. There is a tendency for ruler brands to serve wealthier customers and higher society.

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