Empower - Archetypes - Flipbook - Page 18
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HE RULER BRAND
ARCHETYPE
The Ruler is known to follow all the rules, and then create even
better ones. They’re at the head of the game, and they’re often the
industry leaders.
The Ruler brands believe in power and hate chaos. They love being
organized, and offering a sense of security to their customers
through it.
The Rulers always get things done and that’s part of their core
values. Brands embodying the Ruler archetype will always be the
best brand for the job.
Some of the following brands embody the Ruler archetype well:
• British Airways
• Microsoft
• Mercedes-Benz
• American Express
The Ruler invites to be relied on.
They’re known to be the industry leaders, but the head wearing the
crown isn’t heavy for them at all.
In pop culture, the famous Don Corleone from The Godfather is
the embodiment of the Ruler. He has a dominant personality, and
radiates power and knowledge.
WHAT ARE THE 12 MAJOR BRAND ARCHETYPES?
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