Successful brands are alive. They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped us survive and thrive. Our fundamental human motives shape the language that is shared by everyone. Living Brands decodes this language and helps marketers, consumer insight managers, advertisers, designers, PR professionals, and brand owners bring brands to life.
By using, for the first time, a multidisciplinary approach that includes client workshops, brand communication decoding, motivational research, cultural anthropology, sociology, philosophy, psychology, cognitive science, and affective neuroscience, Living Brands deconstructs and hierarchises the motives underpinning our consumer behaviour, allowing practitioners to build narratives that engage consumers at a profound human level.
An important book about branding that will become the reference point in consumer motivation.
A pioneering new methodology.
The Wheel of Motives captures for the first time our fundamental human motives.
Offers a systematic approach to deeply engage people with your brand, locally and across cultures.
Essential reading for marketers and brand managers.
Publisher: LID Publishing
FORMAT: 234×156 mm
Number of pages: 456
Constantinos Pantidos is the Founder of Brand Aviators, a brand strategy agency that helps clients around the world build brands that liberate the very forces of life. Also a post-graduate University lecturer, Constantinos lectures on strategic marketing, consumer behavior, and consumer research.
Today we know that neurobiological reactions to external stimuli drive people’s preferences, actions and emotions or, in simple words, people’s behaviour. Living Brands leverages multidisciplinary scientific branches with the support of the top world research institutes, ultimately culminating into a wheel of motives. While individual preferences and trends can quickly evolve, human motives have deep roots and provide a longer, solid base for the establishment of corporate vision and strategies… it is a must read and explore approach.
Dr. Paolo Arancio, Global Head of Strategic Innovation Partnership, Nestlé Skin Health
Living Brands is, simultaneously, deeply unsettling and deeply reassuring. The book effectively breaks established models on brand thinking. By rooting human behaviour in the more predictable neurological reaction, Constantinos Pantidosunshackles brands from the tyranny of narrow psychographic segments and salami-sliced positioning platforms.Must read for anyone invested in creating brands.
The term 'omnichannel' may be a marketing buzzword, but it also refers to a significant shift: marketers now need to provide a seamless experience, regardless of channel or device. Make it All About Me suggests how to work with omnichannel marketing and artificial intelligence without getting stuck in a certain channel or silo. Drawing on insights from global marketing experts, the book centers around the Omnichanel Hexagon, a framework to help gauge your omnichannel progress and prioritize your marketing efforts to ensure that every step you take is a step closer to the perfect, tailored customer experience -- without sacrificing profitability.
The authors provide the background for understanding the six main omnichannel disciplines and demonstrate how you can manage them in a more customer centric manner. Readers will get a visual overview of how far along their organization is in working with omnichannel and what barriers might impede further progress.
Author: Rasmus Houlind & Colin Shearer
There is a form of creativity so powerful that it only takes one look and one listen for millions of consumers to remember it, like it, buy it, and tell others about it. These are so-called Super Signs - the brands that are embedded in human culture and hidden deep in our subconscious.
This book takes a fresh approach to branding, and explores how to turn brands into Super Signs in today's competitive and ever-changing world. Super Signs are the most effective and powerful means of influencing a consumer's actions. From a branding point of view, Super Signs are the ultimate level that your brand can reach -- a level where the brand triggers an instinctive reaction in thought and action from the consumer.
Author: Sam Hua & Nan Hua
The power of a good story has long been recognised.
It seems that, as a race, we humans love a good story. But stories aren’t just for pure enjoyment - they have long been a powerful tool for teaching. This book is an alternative to traditional marketing handbook. Rather than a textbook, it is an enjoyable “story-book” that brings to life some of the key principles of marketing in an easy-to-read, accessible form. Some of these stories are quite remarkable and almost unbelievable; but all are true and remind marketers and businesspeople that the best marketing is something which people tell others about and retell over many years.
This book deals with networking and asks the question: Do you have the nerve not to use - or not to learn to use - networking in business and in your private life? It is a well-documented fact that what we want and desire is more easily achieved when we understand how to build the right relationships. Networking is basically the exchange of a wide range of services - and the most precious insurance in your private life and your career. This highly practical and accessible book will help anyone understand the power of networking quickly through face-to-face meeting and social media, as well as how they can use it as a way to enhance their prospects.
Author: Simone Andersen
Understanding the goals of the world of business and dealing with the development of new solutions calls for a basic ingredient: creativity. And yet, just being, or wanting to be creative is not enough – it is essential to train and develop this ability in order to achieve results. In other words, we need a guide to show us the way and provide us with the tools needed to progress. Designpedia is an essential manual for Design Thinking which brings together all the tools you need to achieve innovation and entrepreneurship goals and is organised around four basic processes: mapping, exploring, building and testing. It also reveals how, as long as you use the right tools, you can create original and effective solutions. Includes case studies to show how this is working for big companies (Orange or BBVA) as well as startups (Dovase or Bydsea).
Authors: Rafael Zaragozá and Juan Gasca
What makes a great salesperson? What beliefs, attitudes and behaviours are linked to being a top performer? What impact does culture, industry and sales context have? And does a formal sales methodology or process make a difference?
This book is for any sales professional, or indeed anyone involved in the sales process of their company, who wants to learn the secrets of successful selling. Based on interviews and analysis (qualitative and quantitative) of 300 of the world’s leading salespeople, across a mix of industries, cultures and context, the authors present the most rigorous evaluation of how salespeople behave and how they are driven. In doing so, they reveal the secret code behind consistent and high-level success in sales.
Authors: Ian Mills, Mark Ridley, Ben Laker & Tim Chapman
The advertising industry has reached a critical and dangerous point in its development – agencies destroy themselves by doing increased work for declining fees. So what are the logical consequences of the failure to act? Growing workloads and declining fees have created a "recipe for disaster." For the first time, Michael Farmer offers a solution to avoid this seemingly inevitable disaster. This book offers the world’s first effective definition of "the real agency problem." Once the problem is understood, the author offers corrective solutions.
Now in its third edition, Madison Avenue Manslaughter has been updated to include industry developments from 2017-2018, plus new material and chapters. This book is a call to action for the 21st century breed of "mad men," which outlines the industry problems and encourages agencies and their clients to take management actions to keep this disaster at bay. These actions form the basis of a strategic response by agency CEOs as well as corporate chief marketing officers.
Author: Michael Farmer
How to Buy a Gorilla presents a new agency relationship paradigm for marketers to get better-value advertising ideas from their agencies. In this book, David Meikle examines the existing paradigms of the working and commercial relationships between marketing, procurement and agencies, and offers a new approach to how they can collaborate in more trusting, more productive and more effective ways. This is a well-informed exploration of the eternal triangle of marketing, agency and procurement, and will provide valuable guidance and insights to anyone involved in the purchase, management or creation of advertising.
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