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The Ruler

What Is The Ruler?

Brands using The Ruler archetype focus primarily on communicating their superiority and leadership position; they highlight the fact that they are the best, the biggest and / or the most popular.

Key themes: leadership, highest quality, excellence
Dominating tonality: confident, powerful, authoritative, credible

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3M
7up
Absolut
Accenture
Adidas
Adobe
Airbnb
Allianz
Zoom
Zillow
Zara
YouTube
Xbox
Wells Fargo
Walmart
Walkers

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