A brand reading
Rolex.
Ruler The crown as argument.
Rolex’s marketing is almost entirely sponsorship of institutions: Wimbledon, Davos, Le Mans. The Ruler does not advertise; the Ruler appears in the company of other authorities, and the appearance is the argument.
The five-layer reading.
- 01 Motivation
- Ruler. The crown as argument.
- 02 Mind
- ESTJ
- 03 Temperament
- Choleric
- 04 Persuasion
- Ethos
- 05 Expression
- Expressed
Standards-setting, authoritative, comfortable with hierarchy. Argues by sponsorship: be near other authorities and the position is established.
Famous spot
Sponsorship-led, all eras