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 Brandsdecodes 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 Brandsdeconstructs and prioritizes the motives underpinning our consumer behaviour, allowing practitioners to build narratives that engage consumers at a profound human level. | Living Brands by Constantinos Pantidos, Paperback | Indigo Chapters