Living Brands : How Biology and Neuroscience Shape Consumer's Behaviour and Brand Desirability.

Format:

Book

Author/Creator:

Pantidos, Constantinos.

Language:

English

Subjects (All):

Branding (Marketing).

Motivation (Psychology).

Physical Description:

1 online resource (410 pages)

Edition:

1st ed.

Place of Publication:

London : LID Publishing, 2018.

Summary:

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.

Contents:

Front Cover

Backcover

Title

Contents

Acknowledgments

Part 1

Part 2

Part 3

Part 4

Part 5

Part 6

Part 7

Endnotes

List of diagrams

List of tables

Copyright.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

Other Format:

Print version: Pantidos, Constantinos Living Brands

ISBN:

9781911498803

OCLC:

1600525475