The Ruler

Motto: Power isn't everything, it's the only thing.

Core desire: control

Goal: create a prosperous, successful family or community

Strategy: exercise power

Greatest fear: chaos, being overthrown

Weakness: being authoritarian, unable to delegate

Talent: responsibility, leadership

The Ruler is also known as:

The boss, leader, aristocrat, king, queen, politician, role model, manager or administrator

The Ruler may be right for your brand identity if:

it is a high-status product used by powerful people to enhance their power
it makes people more organised
it offers a lifetime guarantee
it empowers people to maintain or enhances their grip on power
it has a regulatory or protective function
is moderately to high priced
you want to differentiate it from more populist brands or one that is a clear leader in the field
it is a market leader that offers a sense of security and stability in a chaotic world

Examples of "Ruling" companies:

IBM, Danske Bank, Mercedes.