Living Brands: How Biology and Neuroscience Shape Human Behaviour and Brand Desirability by Constantinos Pantidos publishes today. It is an important book about branding that will become the reference point in consumer motivation .
About the book
In a nutshell:
- 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.
The book has received fantastically advanced praises from industry superstars:
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 mutidisciplinary 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…
Dr. Paolo Arancio, Global Head of Strategic Innovation Partnership at Nestle Skin Health
Successful brands are alive. They are able to activate the very forces of life because they embed human motives 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.
The book uses, for the first time, a multidisciplinary approach. It includes client workshops, brand communication decoding, motivational research, cultural anthropology, sociology, philosophy, psychology, cognitive science, and affective neuroscience. Living Brands therefore deconstructs and hierarchises the motives underpinning our consumer behaviour, allowing practitioners to build narratives that engage consumers at a profound human level.
About the author
Constantinos Pantidos is the Founder of Brand Aviators. It is a brand strategy agency that helps clients around the world build brands that liberate the forces of life. Also a post-graduate University lecturer, Constantinos lectures on strategic marketing, consumer behaviour, and consumer research.
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