The Jester

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here.  The Jester archetype is one found quite frequently in the advertising and marketing space. It seems agencies and marketers can’t resist humor, and for good reason: Humor is fun! And so is this archetype which seeks to foster belonging through […]

The Hero

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here.  The Hero archetype is perhaps one of the most well-known or familiar archetypes. As a part of the “Change the World” quadrant in the family of archetypes, the Hero seeks to make an impact for the greater good. We’ve come […]

What are archetypes? A primer on shifting consumer behaviors

The following is an excerpt from the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Consumer Behaviors with Archetypes. Archetypes are the hidden treasures of our collective psyche – the ancient scripts etched within our souls that whisper universal truths, shaping our thoughts, actions, and the narratives of human existence and the human condition. Picture […]

Reflecting back on writing The Bullhearted Brand

It’s been a year since I published The Bullhearted Brand: Building Bullish Restaurant Brands That Charge Ahead of the Herd. As I reflect on that journey, I go through a series of good and bad emotions. Choosing to write a book is only one part of a more significant endeavor. An endeavor riddled with self-doubt, […]