I have read your great essay about north’vs politics and how the stark became the number one house in the north. So, how do you think the bolton became the number two ? They seem not care about positive pr and they remember me the teague , an house ( as you point in the riverlands essay) that failed because lacking in soft power and legitimacy . Thank you very much for your work !

I think the Boltons did it all through hard power and the Vlad Tepes School of Public Relations. 

I think the difference between the Teagues and the Boltons is that the latter understood how to use symbolism and exemplary punishment to build compliance in the long-term (”a peaceful land, a quiet people”).

At the same time, with the Boltons, we can see the limits of that strategy – all of their regional neighbors hated and despised them, and so joined House Stark the moment the Starks showed themselves to be a viable alternative.