The Ruler takes control and is motivated by maintaining high standards and priding themselves on being a leader in their industry. They want to create an environment of prosperity, security and stability. They are a big believer that rules are meant to be kept and that policy and procedures are necessary to maintain order.
Do you buy a Mercedes Benz because of its crash test rating? What about its gas mileage? It's heated seats? No. You buy a Mercedes-Benz because you can afford to, and most other people can’t.
Whenever you park your car, people will understand your status without you saying a word. That quietly understood value is what a Ruler brand sells.
You don’t just get a Rolex for no reason. After 30 years in a company, reaching the pinnacle of your career or achieving a massive goal – Rolex watches are for a privileged few. A sophisticated brand reserved for only the best of the best.
Rolex is present at the most prestigious events in tennis, golf, sailing, motorsport and equestrian tournaments. Given the longevity and strength of these relationships, Rolex is seen not merely as a sponsor... but also as a partner. Watch their adverts and hear the stories as every Rolex tells a story (oh and they happen to also tell the time).
Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.