The Ruler

The Leader, The Powerful, The Role Model

Grey Goose
British Airways
The Ruler Archetype Vision One

The Ruler brand archetype is driven by its strong power and control. Ruler brands are known for speaking authoritatively and often spreading the idea that they are the leaders in their field. They are the headteacher, the monarch, the boss and the President, top banana and infused with a sense of wealth and success. Seen as ‘masculine’, rulers will be solid and polished to their consumers.

Making order out of chaos, they will use power to create positive outcomes, however, they must be careful about dominating others or becoming overly hierarchical or political.

The Ruler’s Key Characteristics

Goal: To create a prosperous, successful community

Strategy: To exercise power

Greatest Fear: Chaos and being overthrown

Personalities: Peacemaker, Powerbroker, Conductor

Key Attributes: Manager, Organiser, Productive, Confidence, Responsible, Role Model, The boss, The leader.

The Ruler Explained:

The Ruler Brand Archetype is customers who are naturally dominant and will not be patronised or ‘dumbed down’ when it comes to advertising. They value the advertising that reinforces their emotions of feeling power and authority. The best of the best.

Ruler brands will promise Power

A ruler brand would suffer if they were ever to be perceived as weak or controlling. With the Ruler’s core talents being leadership and responsibility, they gain a lot of trust and loyalty from consumers.

ROLEX – The Day Date 40

Rolex have dominated the marketplace for high-end timepieces for well over a century, becoming synonymous with prosperity and power. This advertisement promotes their brand by showing how Rolex consumers are presidents and world leaders – Rulers. The best of the best, ‘ An international symbol of success’.



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