Living Brands London Book event
On Wednesday 26 October, LID Publishing held the book launch for Dr Constantinos Pantidos author of Living Brands: How Biology & Neuroscience Shape Consumer Behaviour & Brand Desirability.
The evening was held in WeWork Grays Inn Road, London, with drinks and refreshments before the talk from Constantinos. The talk included a discussion on the biology behind brand desirability and the lifestyle that people buy into when they buy from certain brands and their products.
In a nutshell
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.
About the book
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 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 prioritizes the motives underpinning our consumer behaviour, allowing practitioners to build narratives that engage consumers at a profound human level.
Constantinos recently recorded a podcast with LID Radio podcast which goes into more details about the book and his theories. If you are interested in listening, click here.
About the author
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 behaviour, and consumer research.
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