Brand Archetype: Ruler

Quote: “He who is to be a good ruler must have first been ruled.” ~ Aristotle

Motto: Power isn’t everything, it’s the only thing.
Driving desire: control
Goal: create a prosperous, successful family or community
Strategy: exercise power
Greatest fear: chaos, being overthrown
Weakness: being authoritarian, unable to delegate, out of touch with reality
Talent: responsibility, leadership

Also known as: boss, leader, aristocrat, king, queen, politician, role model, manager or administrator

Ruler archetypes in the wild:

  • high-status product or service used by powerful people to enhance their power
  • make people more organized
  • offer a lifetime guarantee
  • empower people to maintain or enhances their grip on power
  • has a regulatory or protective function
  • moderate to high pricing
  • differentiate from populist brands or clear leaders in the field
  • market leaders offering a sense of security and stability in a chaotic world

Archetype examples: IBM, Microsoft

See all 12 brand archetypes

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Marketing Ideas Author Matt SchoenherrAbout Matt Schoenherr
Matt is a husband, father of four, marketing consultant and founder of Marketing Ideas 101. As a student, teacher and published author, Matt supports the worthy goals of service and commerce in the small business and nonprofit communities. You may find him on , Twitter and Facebook. Creative marketing ideas and marketing strategies may be found at MarketingIdeas101.com.

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