Ruler Brand Archetype


It's tough at the top. Responsibility. Control. This is the calm and orderly world of 'The Ruler'. The archetypal character who embodies leadership, integrity and order out of chaos.

Archetypes are recognisable patterns of human behaviour which are often amplified in stories. In turn, stories are the way we make sense of the world around us. For those involved in the disipline of 'managing meaning' archetypes become a powerful tool which enable brands to tell powerful stories. They help teams build extraordinary meaning and create remarkable creative work because archetypes help to communicate on a deep psychological level with their audiences. More on the power of archetypes here.

In this post we will review the Ruler brand archetype building on the work of Margret Mark and Carol S Pearson in their book "The Hero and the Outlaw". This archetype is also known as the 'sovereign'.