The Ruler Archetype is also known as the Boss, Leader or King. It can also be The Queen if it is geared towards women. The Ruler archetype represents the peak of leadership, power, and influence. This archetype can be seen in myths, legends and contemporary pop culture. It can also be seen in modern brands as well.
The Ruler archetype revolves around power, prestige and confidence. They often possess a level of charisma and charm that allows them to captivate others and a bold presence that attracts attention. This archetype speaks to people who either want the best or aspire to be the best. The Ruler commands respect by building a strong image that people perceive as powerful and influential.
Before exploring some examples of Ruler brands, let’s talk about The Ruler archetype in film and how this archetype has created some of the most iconic and memorable characters.
The Ruler Archetype in Film
In film, The Ruler archetype can be seen in Vito Corleone (Marlon Brando) in the movie godfather. He is a character of substance and refinement who dominates as the head of the family. Another example of this archetype can be seen in Don Draper (Jon Hamm) in the movie “Madmen”. Don is the creative director at the Sterling Cooper ad agency who earns admiration and success in the cutthroat world of advertising. Although he has a troubled past, he is still able to project a confident and charismatic image to the world.
“Power isn’t everything, it’s the only thing.”
DESIRE: Provide structure to the world.
PERSONALITY TRAITS: Dominant, Bold, Confident, Charismatic, Competent, Sophisticated
EXAMPLES: Rolex, Dos Esquis, Montblanc, Cartier, Maseratti, LVMH, Versace, Polo Ralph Lauren, Rolls Royce, Louis XIII
Examples of the Ruler Archetype
Brands that fall into this category are able to create desire by tapping into the self-esteem of consumers. There is a self-expressive benefit of prestige that people get from being a customer. Ruler brands also create emotional connections by tapping into our innate desire to win. That is why Ruler brands tend to cater to a more high-end customer base that aspires to have the finest things in life.
The qualities of Ruler brands can be seen in their bold messages, premium offers, campaigns and grandiose experiences that are carefully crafted to further strengthen their image as leaders in their industry or market segment. Below are 5 examples of Ruler archetype brands as well as how they use video commercials to tell their story in unique ways.
1.) Dos Esquis
Dos Esquis is a well-known beer brand that is often associated with sophistication and this image was further strengthened with “The Most Interesting Man in the World” campaign which has been their most successful of all time. This campaign features a bold, suave, and charismatic persona who embodies sophistication and refinement. This positions their product as the beer of choice for individuals who aspire to be the best and seek both excitement and refinement in their lives.
2.) Louis XIII
Louis XIII is an ultra-premium luxury brand of cognac that is renowned for exceptional quality and luxury. The brand name, along with the iconic Fleur-de-lis logo reflects a rich history that dates back to the 19th century. Their iconic decanter design also tells a story of a royal flask that was unearthed from the Battle of Jarnac from the 16th century. Everything from their visual design to their bold messaging and grandiose experiences, further reinforces the brand’s image as the peak of luxury and craftsmanship. This allows them to appeal to connoisseurs and aficionados of the finest spirits who seek the finest things in life.
3.) Rolex
Rolex is a luxury watch brand that is synonymous with timeless design and craftsmanship. Everything from their products to their iconic logo has always been associated with excellence, prestige, and status. Their iconic logo, which is seen in all their products, is a signifier of success, achievement, and sophistication. Rolex appeals to affluent consumers who value luxury, prestige and exclusivity. Through their prestigious events, commercials, sponsorships and celebrity endorsements, they further strengthen their image.
4.) MONTBLANC
Montblanc is a luxury brand that is renowned for premium timepieces, leather goods, accessories, and fragrances. The name is derived from the iconic Mont Blanc mountain which is associated with excellence and heritage. Their rich heritage dates all the way back to 1906 and they have maintained a strong identity in the luxury market till this day. Each product is meticulously crafted with the finest materials to reflect their commitment to quality and craftsmanship. By further strengthening their image, they are able to appeal to professionals, executives, and luxury enthusiasts who value heritage, prestige and exclusivity.
5.) Cartier
Cartier is another renowned luxury brand that is known for exquisite jewelry, watches, and accessories. Their rich heritage dates all the way back to the 1840s and they have maintained a strong presence in the luxury sector till this day with their iconic designs, craftsmanship and commitment to excellence. Cartier is a fine blend of traditional heritage and cutting-edge innovation. Their association with timeless sophistication allows them to appeal to affluent consumers around the globe who value the sophistication, exclusivity, and craftsmanship. By partnering with celebrities, royalty and cultural icons they also further strengthen their image.
In conclusion, The Ruler brand archetype is an embodiment of leadership, power, and prestige. This image allows it to connect emotionally with people who are either seeking the best in life or aspire to be the best.
Some perfect examples of The Ruler archetype are Dos Equis, Louis XIII, Rolex, Montblanc, and Cartier. This archetype can also be seen in film and in other aspects of society and culture. So which Ruler brands do you admire the most and why? Let us know in the comments below.
If you enjoyed this article then you may also enjoy my previous one on The 12 Brand Archetypes.
