THE BOOK

I see this work as a major contribution to brand thinking and planning. We thought we understood emotions in marketing. In reality, we had only scratched the surface. Pantidos has gone further—structuring emotions into a practical system. LIVING BRANDS should be on the shelf of every marketer and brander

Dr. Constantinos Pantidos is the Founder of BRAND AVIATORS™, a brand strategy consultancy that supports some of the world’s top CPG Companies, such as Coca-Cola, Unilever, Johnson & Johnson, Heineken, L’Oréal and PMI, to build brands. Also a post-graduate university lecturer, Constantinos teaches subjects on strategic marketing and brand management, brand identity design, brand leverage and rejuvenation, consumer behaviour and consumer insights.

They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped people survive and thrive.
 
Living Brands deciphers this source code of human behaviour and helps marketers, consumer insight managers, innovation managers, communications experts, designers, PR professionals, and brand owners bring brands to life.
 
Living Brands puts forward THE WHEEL OF MOTIVES™, a tool which goes beyond consumer psychology to establish the links between different disciplines and help practitioners create powerful brands and concepts, increase efficiency of consumer touch points, build narratives that engage consumers at a profound human level, and increase the chance of success for new products and new markets.
 
ISBN: 978-1-911498-797
Publication date: September 2018
Price: £24.99
Format: 234 x 156mm • Paperback • 456pp
Publisher: Lid Publishing, London