Living brands
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9781911498797
Item type | Current library | Call number | Status | Date due | Barcode |
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Book | TBS Barcelona Libre acceso | HF5415.32 PAN (Browse shelf(Opens below)) | Available | B04641 |
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HF5415.32 DER The right sensory mix | HF5415.32 JAN Activa el boca-oreja | HF5415.32 NIM Congruency, Expectations and Consumer Behavior in Digital Environments | HF5415.32 PAN Living brands | HF5415.32 POY The handbook of mobile market research | HF5415.32 RAC Haptic Sensation and Consumer Behaviour | HF5415.32 RAG Consuming extreme sports |
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 behavior, allowing practitioners to build narratives that engage consumers at a profound human level.