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.
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 people survive and thrive.
Living Brands deciphers this source code of human behaviour and helps marketers, consumer insight managers, innovation managers, communications experts, designers, PR professionals, and brand owners bring brands to life.
Living Brands puts forward THE WHEEL OF MOTIVES™, a tool which goes beyond consumer psychology to establish the links between different disciplines and help practitioners create powerful brands and concepts, increase efficiency of consumer touch points, build narratives that engage consumers at a profound human level, and increase the chance of success for new products and new markets.
Publication date: September 2018
Format: 234 x 156mm • Paperback • 456pp
Praise for Living Brands
“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 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 & Market Insights Director,
“In his book Living Brands, Pantidos is the first to bring together a
plethora of disciplines condensing them 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
“Living Brands has introduced, for the first time, an application of
biology and neuroscience right into the heart of brand strategy and
positioning, transcending psychology to activate the mechanisms
through which human emotions are induced. Packed full with
examples of the application of this ground-breaking approach
in as many as 20 product categories, Living Brands can assist
marketers in generating breakthrough ideas for brand positioning
and creative development that activate the inherent concepts in our
brains, impacting the way emotions and habits are developed.”
Jit Papneja, Global Insights & Analytics Leader,
Multiple Fortune 100 CPG Companies
“Living Brands is a fabulous attempt, written with clarity, attention
to detail and inspiration, to associate any successful commercial
branding with behavioural traits the consumers possess. These traits
are rooted in the psychological and neurophysiological interface
creating strong predispositions that guide preferences.
Pantidos is unveiling an important sequence of
mechanisms that underdetermine choice and firm practice.
Successful strategy and tactics will stand to gain a lot if they
actively engage Pantidos results and intuitions when
reforming a firm’s product design and marketing.
Its intriguing nature, its powerful message and its well-organised
structure make it a very interesting and compelling reading.”
George Bitsakakis, Official Fellow & Director of Studies in
Economics, St Benet’s Hall, Oxford University