He is a born leader, he wants an orderly world and system, able to help others to be successful and secure. The sovereign archetype seeks order and control in all his actions, demanding organization. He wants to make others feel important. Ideal for automotive, hotel, luxury, watch, haute couture brands.
Objectives: An orderly world.
Strengths: Organization, leadership, precision.
Weaknesses: He is afraid of chaos and losing control.
Example of the sovereign archetype: the key values, namely perfection, charm and responsibility, are an integral part of the corporate culture in this Mercedes-Benz campaign. It was Gottlieb Daimler who created the concept of “The best or nothing”, focusing his life and work on this philosophy. To date, this leadership expectation is the basis of the daily commitment of every single Mercedes-Benz employee. In fact, the claim has also been adopted by employees as an internal ‘motto’ to motivate them to achieve the best results.
“For us, this means giving our best in all areas, be it research and development, production, sales and service.”