THE RULER

POWER ISN’T EVERYTHING. IT’S THE ONLY THING.

The Ruler seeks to create order in a chaotic world by assuming total control. They are committed to maintaining and imposing the highest standards. They prefer order and stability over innovation and creativity. The Ruler protects and serves its own; it does not try to appeal to or appease the masses. A Ruler brand will often claim market leadership in their category. Their goal is to seize the top position amongst their peers and then demonstrate dominance.

This archetype is also called the Administrator, Aristocrat, Boss, King, Leader, Manager, Parent, Politician, Responsible Citizen, Role Model, or Ruler.

The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as mental shortcuts designed to help creatives quickly understand the personality of an organization. This allows for more efficient and effective marketing efforts.

Ruler Marketing Opportunity

Rolex+Logo
American+Express+Logo
BMW+Logo
Rolls+Royce+Logo

The Ruler identity might be right for your brand if you have:

  • A high-status product used by powerful people to enhance their power

  • A product that helps people be more organized

  • A product or service that can offer a lifetime guarantee

  • Services that offer technical assistance or information that helps maintain or enhance power

  • An organization with a regulatory or protective function

  • A product at the moderate to high price range

  • A brand seeking to differentiate from a more populist (Everyman) one or that is the clear leader in the field

  • A field that is relatively stable or a product that promises safety and predictability in a chaotic world

 

MARKETING APPROACH | Offer a sense of security or stability; offer a more orderly and reliable approach. Also offers exclusivity and luxury

TONE | Commanding, Refined, Articulate

VALUE PROPOSITION | Helps people exert control

CUSTOMER FEAR | Financial ruin, ill health, uncontrolled chaos

 
 

 

Ruler Mindset

Ana+Wintour
Jeff+Bezos
Vladimir+Putin
Margaret+Thatcher

GOAL | Create a prosperous, successful family, company, or community

STRATEGY | Establish superiority; grow authority and audience

MOTIVATION | Stability & Control

CALL | Lack of resources, order, or harmony

CORE DESIRE | Control

GIFT | Responsibility, leadership

CHAMPIONS | Discipline, security, safety, performance, quality, cohesion, coherence, the greater good

SUPER POWERS | Extraordinary discipline engenders a  rule-based culture that is high-performance

SHADOW | Tyrannical or manipulative behaviors

TRAP | Being too controlling; unable to delegate

FEARS | Chaos, Being Overthrown, Insignificance

TURN-OFFS | Excuses, Uncertainty, Frivolousness, Upstarts

 

LEVELS OF THE RULER

LEVEL 1 Taking responsibility for the state of your own life

LEVEL 2 Exerting leadership in your family, group, organization, or workplace

LEVEL 3 Becoming a leader in your community, field, or society

 

The 12 Brand Archetypes

Archetypal+Values+Grid

So what is a ‘Brand Strategy’?

SOURCES

Mark, Margaret, Pearson, Carol, (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link) pages 15, 53-262

The authors developed the 12 Brand Archetypes as a tool for marketing in 1995 and explained their methodology and ideas in their seminal book. Some of the content on this page are ideas cited directly to maintain correctness and some have been paraphrased where possible.