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    The Ruler

    Ruler brands
    promise power


    The Ruler archetype inspires us to take responsibility for own lives.The Ruler’s quest is to create order and structure and hence an effective society in which the subjects of the Ruler can live productive and relatively happy lives.

    Ruler brands

    are successful when they can make decisions that benefit others, use power to create positive outcomes, and make order out of chaos.


    • American Express, Hugo Boss, Rolex, Microsoft.

    The ruler is driven by their desire for power and control, and they are most afraid of chaos and being overthrown.

    Suitable for brands that:

    • Are a high-status product used by powerful people to enhance their power.

    • Make people more organised.

    • Offer a lifetime guarantee.

    • Empower people to maintain or enhance power.

    • Have a regulatory or protective function.

    • Are moderately to high priced.

    • Want to differentiate it from more populist brands.

    • Are market leaders offering a sense of security and stability in a chaotic world.

    The  Ruler is also known as:

    • Leader: Takes charge and responsibility

    • Powerbroker: Uses power/influence to get things done

    • Conductor: Directs complex systems/processes/structures and/or creates order

    • Role model: Sets standards to follow

    • Peacemaker: Finds common ground among the disparate

    Core Desire:

    • control

    Best sides: 

    • confident, responsible and fair.

    Worst sides:

    • rigid, controlling and entitled.

    Advertising message:

    Customers are naturally dominant and will not appreciate patronising or ‘dumbed down’ advertising. They will value ads that reinforce their feelings of power and stability.

    Advertising imagery:

    solid, polished and often very ‘masculine’.

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