The Citizen

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here.  The third archetype within the Belonging quadrant comes with a sense of “we’re all in this together.” The Citizen, oftentimes called The Everyman or The Everyperson, celebrates the differences and idiosyncrasies of everyone. The come-as-you-are attitude makes it a warm, […]

The Magician

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here.  The third archetype within the Change quadrant brings a sense of mystery and alchemy to the mix. The Magician is a force that uses metamorphosis to usher in the new and change perceptions. Brands that leverage The Magician are enigmatic […]

The Sage

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here.  The Sage represents a belief that knowledge will help one find paradise and fulfillment. Wisdom and knowledge fuel growth and a sense of accomplishment in the mind of Sage brands. Therefore, they deliver the means to build one’s wisdom through […]

The Caregiver

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here. The Caregiver archetype exists in the archetypal quadrant of exerting control. They delivery this control via stability and care creating safe spaces for those who need them.  Motivations The Caregiver archetype is primarily motivated by an innate desire to […]

The Lover

Found within the archetypal quadrant of fostering belonging, The Lover is one of the most alluring of the archetypes. The Lover brings people together through love, adoration, and sensuality. Brands that adopt this archetype find themselves as catalysts for connection through beauty and care. Dive into the full overview from the forthcoming book, Mass Behaving. Motivations: […]

The Rebel

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here.  Within the change agent quadrant, exists The Rebel archetype. This archetype seeks to challenge injustice and the law with irreverence. Rebels shirk the law of the land in an effort to force change through oftentimes without care for collateral damage. […]

The Sovereign

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here. One of the three archetypes within the quadrant of Stability and Control, the Sovereign, oftentimes referred to as “The Ruler” is a powerful motivator when the world is in chaos and disorder. The Sovereign archetype is intrinsically driven by […]

The Explorer

From the forthcoming book, Mass Behaving: Unlocking the Secrets of Shifting Behaviors with Archetypes. Learn more here.  The Explorer represents a desire to find one’s own idea of paradise through exploration and travels. Brands that adopt this amazing archetype equip people with the means to find fulfillment out in the greater world. Dive in to learn more. […]

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 […]