Every marketing and branding leader, whether strategist, designer, or client, is hungry for the secret to shifting the behaviors of their audience. Searching high and low for some newfangled tactic, they overlook what's existed throughout the history of humanity. But the secret has been here all along: archetypes.

Many have encountered archetypes as a potential mechanism for realizing behavioral shifts, but the swaths of articles and texts that cover archetypes miss the mark on how to successfully employ them. From conflating personality traits with archetypes to creating false alignments with industries, misinformation on archetypes and what they provide brand strategies has created a watered down understanding. This misleading information on archetypes has steered strategy-minded leaders in wrong directions, making them seem dated or ployish.

In Mass Behaving: Unlock the Secrets of Branding with Archetypes, Joseph Szala wipes the slate clean on archetypes, what they are, and how to use them effectively and properly. Throughout the book, Szala pours the foundations for an accurate understanding of how archetypes manifest in brands, influencing everything from marketing strategies to brand loyalty.

When archetypes are appropriately leveraged to fuel brand strategies, the results are astounding. Audiences find allegiances with the brand's values, leading to exponential sales growth. Partnerships become easier to identify, and activating the brand authentically becomes clearer. Most importantly, audiences' behaviors shift in favor of the brand and what it brings to market.

Archetypes remain the not-so-secret key to unlocking and influencing human behavior. As long as strategists leverage them the right way, the brands they influence will grow strong and unstoppable. The reasons, definitions, and action plans are all laid out in these pages. This is Mass Behaving.