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Mass Behaving

Brand Archetypes Book

Unlock the Power of Branding with Archetypes

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Available in hardback, and ebook versions

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Praise for Mass Behaving

...the book is fascinating. Using archetypes to understand brand behavior is fantastic! I think this is a very structured way to understand how brands work.

Luis Vergara, Editor and Founder of Branders Magazine
...it's an accessible, enjoyable read and a solid primer on how to understand and use brand archetypes—and how NOT to abuse them. Well done.

Molly Dickenson, founder of Banner Day

Synopsis

Books on Archetypes Fall Short, and so do the agencies, designers, and clients that use them

There are many books on archetypes out there today that cover the topic in depth. Despite the robust knowledge within them, most fall short in explaining how to effectively use them in branding. Agencies and creatives who attempt to leverage the psychological power of archetypes to fuel branding, strategy, and creative endeavors usually fall into multiple traps from misconceptions as a result.

In Mass Behaving, I layout the path for understanding how archetypes really work in branding processes, and how to guide strategy workshops using them.

What’s Inside

Inside Mass Behaving, you’ll find a punchy breakdown of how people actually make decisions—and how modern brands can earn loyalty by understanding, not manipulating, those behaviors. This section maps the terrain of real-world consumer psychology, giving you the tools to influence action without resorting to outdated tactics.

Concise and easy-to-follow history and explanation of what archetypes are and how they influence human behaviors

Overview of the four categorical quadrants of archetypes and what emotional sense they provide to groups of people

A complete deep dive of each archetype including three examples of famous figures and three examples of modern-day brands that exemplify that archetype in action

Detailed instruction on how to integrate archetypal thinking into brand strategy and creative ideation workstreams

Extras & Downloads

In The Bullhearted Brand, I mention links to valuable resources that will help you frame up your restaurant brand. These resources help you set a process for building restaurant brands that charge ahead of the herd.

Competitive Audit Sheet

Auditing competition is a critical step in understanding where there may be space for your brand to own. This sheet helps streamline what you should be evaluating in your research.

Sample Workshop Deck

Guiding workshops is an art form unto itself. With this sample deck you can help set the stage for highly fruitful archetype and brand strategy workshops. Use as a basis for your own version!

Archetypes primer Deck

You have the benefit of having read this book, but your clients and/or team may not have. Priming them with a baseline understanding is key to extracting dependable insights.

Archetypes Quick Reference

Keeping in mind all twelve archetypes and their quadrant is a big ask, so we’ve made it easy with this quick reference sheet you can print and use in your archetype workstreams.