Living Brands: How Biology & Neuroscience Shape Consumer's Behaviour & Brand Desirability - Softcover

"Today we know that neurobiological reactions to external stimuli drive people's preferences, actions, and emotions, or in simple words, people's behavior. 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, Nestl Skin Health "Living Brands is, simultaneously, deeply unsettling and deeply reassuring. The book effectively breaks established models on brand thinking. By rooting human behavior in the more predictable neurological reaction, Constantinos Pantidos unshackles 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 "Living Brands is a practical and thought-provoking book which introduces a unique blend of multidisciplinary diagnostics into how the human brain decodes the world around us, and how we can use this understanding for making our marketing mixes even more efficient." --Kornel Muller, Consumer & Markets Insights Director, Unilever Europe "In his book Living Brands, Pantidos is the first to bring together a plethora of disciplines condensing then into a comprehensive new way of marketing. His book should be of interest to any marketer wanting to break through today's clutter." --Mario Weber, Global Innovation Manager, The Heineken Company "I would recommend this book to anyone in the business world or anyone in general to have a better understanding of our basic motives in life." --Reviewed by Rachel Dehning for San Francisco Book Review

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.