Mass Behaving

Unlocking the Power of Branding with Archetypes

Joseph Szala

$67.95 $57.78

Hardback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Szalapalooza, LLC
05 March 2024

Behavioural economics; Business strategy; Advertising

THE SECRET TO SHIFTING AUDIENCE BEHAVIORS IS WAITING TO BE UNLOCKED

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.

By: Joseph Szala
Imprint: Szalapalooza, LLC
Dimensions: Height: 229mm, Width: 152mm, Spine: 16mm
Weight: 390g
ISBN: 9780990615569
ISBN 10: 0990615561
Pages: 174
Publication Date: 05 March 2024
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Joseph Szala has established himself as an expert in brand development, strategy, and design over the course of a notable career. From starting his own agency in 2003, to launching successful media channels covering branding, he has created a name in the world of branding and, specifically branding for restaurants. During his tenure as founder and president of his own agency, Joseph consulted directly with many clients across industries and scale. From this experience, his expertise in how to build brands, lead brand teams, and create visual expressions of brand strategies fueled his expertise and his voice on related topics.

Reviews for Mass Behaving: Unlocking the Power of Branding with Archetypes

You never knew about how powerful archetypes are until you read this book. If information is power, [then] archetypes are mighty. You just need to read this book to understand how to use that power. - Luis Fernando Vergara, Founder & Editor in Chief of Branders Magazine