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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

ISBN: 978-1-911498-797

FORMAT: 234×156 mm

Bookbinding: Paperback

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.

Tanushree Mainrai, Brand & Innovation Head, Coffee Category, Unilever

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