Description

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.

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

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RRP: £24.99 You save £2.50 (10%)
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Paperback / softback by Constantinos Pantidos

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Short Description:

Successful brands are alive. They are able to activate the very forces of life because they embed our fundamental human... Read more

    Publisher: LID Publishing
    Publication Date: 20/09/2018
    ISBN13: 9781911498797, 978-1911498797
    ISBN10: 1911498797

    Number of Pages: 556

    Non Fiction , Business, Finance & Law

    Description

    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.

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