Living Brands: How Biology & Neuroscience Shape Consumer Behaviour & Brand Desirability - Brossura

Pantidos, Constantinos, Dr.

Brossura

ISBN 10: 1911498797 ISBN 13: 9781911498797

Casa editrice: Lid Publishing, 2018

Riassunto

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 behaviour, allowing practitioners to build narratives that engage consumers at a profound human level.

Su questo libro

L'autore:

Dr. Constantinos Pantidos leads BRAND AVIATORSTM, the Brand Strategy Consultancy which supports the world s top CPG Companies such as Coca-Cola, Unilever, Johnson & Johnson, Heineken, L Oréal, and PMI to build Brands. Also, a visiting post-graduate lecturer, Constantinos teaches subjects on Strategic Marketing & Brand Management, Brand Identity Design, Brand Leverage & Rejuvenation, Consumer Behaviour and Consumer Insights.

Su questa edizione

• Editore: Lid Publishing
• Data di pubblicazione: 2018
• ISBN 10: 1911498797
• ISBN 13: 9781911498797
• Rilegatura: Copertina flessibile
• Numero di pagine: 453