TY  - BOOK
AU  - Pantidos, Constantinos
TI  - Living brands
SN  - 9781911498797
PY  - 2018///
CY  - 
PB  - LID Publishing
KW  - CLASS H - SOCIAL SCIENCES
KW  - Consumer behavior
KW  - Branding (Marketing)
KW  - Marketing
KW  - Psychological aspects
KW  -  Marketing
KW  - Psychological Neurobiological reactions
KW  -  Human brain
KW  - Management
KW  -  Individual preferences
KW  - Trends
KW  -  research
N1  - how biology & neuroscience shape consumer behaviour & brand desirability
N2  - 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
ER  -