The archetype on the edge of the vertical axis, and therefore closest to chaos and risk. Halfway between independence and belonging. The rebel strives for revolution and change of what is harmful to the world (or himself). This archetype fits brands that present themselves as liberated, not accepting compromise. It shocks, departs from conventions. Examples? Virgin Mobile or Plush.
Direction of aspiration: independence and order
Goal: to destroy what is dysfunctional for him or his doctor database environment
Main fear: helplessness, inconsistency
The Gift: Freedom Without Compromise
Ruler
The complete opposite of the Rebel. He represents the opposite pole of the vertical axis, which is order. His main desire is to exercise control. He fears chaos and dethronement. The ruler-brand is seen as a leader, a solid and responsible company. The ruler wants to create a strong and prosperous company, and also helps others achieve success. This is definitely Microsoft and Intel.
Direction of striving: order
Core Desire: Control
Goal: To create an organization that will thrive
Main fear: chaos and dethronement
Gift: responsibility, management skills
Main desire: revolution in the existing order
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nusaiba128
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