Living Brands. Press Release London Launch.

1. Pub Date: 20 September 2018 • ISBN: 978-1-911498-797 • Paperback • 456pp • Price: £24.99
“Living Brands is a practical and thought-provoking book which introduces a unique blend of multidisciplinary diagnostics
into how the human brain de-codes the world around us,and how we can use this understanding for making our marketing
mixes even more efficient.”
Kornel Muller, Consumer & Market Insights Director, Unilever Europe
“In his book Living Brands, C. Pantidos, is the first to bring together a
plethora of disciplines condensing them into a comprehensive new way of marketing.”
Mario Weber, Global Innovation Manager, The Heineken Company
SUCCESSFUL BRANDS ARE ALIVE
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 through a ground-breaking methodology that
deconstructs and prioritises the motives underpinning our consumer behaviour,
allowing practitioners across industries to build narratives that engage consumers at a
profound human level.
Drawing on his extensive work with companies across the world, brand strategist
Dr. Constantinos boils down science into a practical guidebook to offer a systematic
approach to deeply engage people with your brand, locally and across cultures, and
ultimately bring brands to life.
Dr. Constantinos Pantidos is the Founder of Brand Aviators, a brand strategy agency
that helps clients around the world build brands that liberate the very forces of life.
Having worked with global companies such as Unilever, L’Oréal and Heineken, he is also
a post-graduate university lecturer on strategic marketing, consumer behaviour and
consumer research.
About the author:
Living Brands is published by LID Publishing, the 5th largest business books publishing house in Europe.
For more information on Living Brands or Dr. Constantinos Pantidos:
Communications Manager • Maria Cid Chouciño
maria.cid@lidpublishing.com
Publicist • Natasha Tsakiris
natasha.tsakiris@lidpublishing.com
Dr. Pantidos, brand marketing guru for Coca-Cola, L’Oréal and Heineken, reveals the secret
behind brand desirability in his new book, Living Brands

2. Pub Date: 20 September 2018
ISBN: 978-1-911498-797
Paperback • 456pp
Price: £24.99
LIVING BRANDS
How biology and neuroscience shape consumer behaviour
and brand desirability
Dr. Constantinos Pantidos
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 through a ground-breaking methodology that deconstructs and prioritises the
motives underpinning our consumer behaviour, allowing practitioners across industries to build narratives that
engage consumers at a profound human level.
Drawing on his extensive work with companies across the world, brand strategist Dr. Constantinos boils down
science into a practical guidebook to offer a systematic approach to deeply engage people with your brand,
locally and across cultures, and ultimately bring brands to life.
“Living Brands is a practical and thought-provoking book which introduces
a unique blend of multidisciplinary diagnostics into how the human brain
de-codes the world around us, and how we can use this understanding for
making our marketing mixes even more efficient.”
Kornel Muller, Consumer & Market Insights Director, Unilever Europe
“In his book Living Brands, C. Pantidos, is the first to bring together a
plethora of disciplines condensing them into a comprehensive new way of
marketing.”
Mario Weber, Global Innovation Manager, The Heineken Company
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Living Brands is published by LID Publishing, the 5th largest business books publishing house in Europe.
For more information on Living Brands or Dr. Constantinos Pantidos:
Communications Manager • Maria Cid Chouciño
maria.cid@lidpublishing.com
Publicist • Natasha Tsakiris
natasha.tsakiris@lidpublishing.com

3. “Living Brands has introduced for the first time an application of biology and neuroscience right into the heart of brand
strategy and positioning, transcending beyond psychology to activate the mechanisms through which human emotions
are induced. Packed with examples of application of this groundbreaking approach in as many as 20 product categories,
Living Brands can assist marketers in generating breakthrough ideas for brand positioning and creative development that
activate the inherent concepts in our brains, impacting the way emotions and habits are developed.”
Jit Papneja, Global Insights & Analytics Leader, who has worked in multiple Fortune 100 CPG Companies
“Living Brands is a fabulous attempt, written with clarity, attention to detail and inspiration that tries to associate any
successful commercial branding with behavioural traits the consumers possess. These traits are rooted in the psychological
and neurophysiological interface creating strong predispositions that guide preferences. […] The book offers industrial
organisation overall a new challenging mode of analysis of Advertising, Sales, Strategy and Marketing seeing as strongly
inter-connected activities to the consumer’s psychological interface. Its intriguing nature, its powerful message and its
well-organised structure, make it a very interesting and compelling read.”
George Bitsakakis, Official Fellow & Director of Studies in Economics, St. Benet’s Hall, Oxford University
“Intuitively human brain neurobiological reaction to external stimuli drives people preferences, actions and emotions or in
simple words people behaviour. Living Brands is an interesting attempt to explain this intuition leveraging multidisciplinary
scientific branches with the support of the top world research institutes, ultimately culminating into a wheel of motives.”
Dr. Paolo Arancio, Strategist, Innovator, Entrepreneur, Global Head Strategic Innovation Partnership,
Nestlé Skin Health
Advance praise for Living Brands
Living Brands is published by LID Publishing, the 5th largest business books publishing house in Europe.
For more information on Living Brands or Dr. Constantinos Pantidos:
Communications Manager • Maria Cid Chouciño
maria.cid@lidpublishing.com
Publicist • Natasha Tsakiris
natasha.tsakiris@lidpublishing.com
Dr. Constantinos Pantidos is the Founder of Brand Aviators, a brand
strategy agency that helps clients around the world build brands that
liberate the very forces of life. Having worked with global companies
such as Unilever, L’Oréal and Heineken, he is also a post-graduate
university lecturer on strategic marketing, consumer behaviour and
consumer research.
About the author:
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