I had the pleasure of reading this book: LIVING BRANDS – How biology and Neuroscience shape consumer behaviour & Brand Desirability by Constantinos Pantidos, an International Scientific Marketing Consultant who has an extended experience in the B2C Marketing wolrd.
I’ve found it very useful. Imho, it’s a very accurate guide that can help B2C Brand Marketing Consultants and Directors understand how to create better Brand Strategies and Brand narratives.
So, here to share with you some of his quotes and thoughts directly from his book.
“..The motives underpinning our buying and consuming behaviour relative to a specific category of goods shape the meaning territories of the category..”
“..Understanding the motives for buying any specific category of goos or services resembles the peeling of an onion’s skins, one by one..”
“..It is up to companies to decide which goods to market and up to consumers to decide which goos to consume, hopefully understing the real reasons for their appeal a little bit better..”
“..what we buy is a promise of the solution to all our problems, an ultimate salvation from all suffering..”
“..Marketing and Consumer Research today are largely based on psychology. However, the roots of human behaviour lie in biology, not in psychology..”
“..to succeed in its role, marketing needs a deep understanding of the intrinstic interconnections between the Brand, the marketplace category and our fundamental human motives…”
“..humans, in order to fully, need to feel safe, to seek, to play, to transform, to defy, to create, to grow, to control, to connect, to desire, to care, to balance. An entire human is one who is not separated from any of them..”
“.. Among other leaders, Marketers are defacto guardians of people’s purpose and and life meaning..”
“..Powerful strategies require effective articulation into tangible and ownable experiences..”
“..A Brand cannot become alive without a living language in it..”
“..As we prefer Brands that favour the expression of our personality in the clearest and deepest way, living Brands follow the path of least resistance to our brain to help us narrate the master stories of our life…”
“..Using the same code developed by our brain to reflect its own hierarchies of meaning onto everything around us, the unique language of the brand allows consumers to write the story of their own hopes and dreams into the brand..”
“..Concepts are nothing other than neural structures that allow us to categorize everything around us. For a Brand to take its own place in the fundamental order of our brain, it must have a solid inner architecture deeply rooted in our brain’s ingrained concepts. A Brand can be no stronger than its strongest narrative..”
“..Living Brands achieve the supreme expression of our basic motives in an entirely personal way..”
“..All things around us are, in and of themselves, empty of meaning. It is our brain that imbues them with special meanings, with life, attributing human qualities to them..”
“..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 people survive and thrive..”
“..Living Brands incorporate the very forces of human life. They’re based on the fundamentals of our biology and neurobiology and the rich hierarchy of inherent concepts they infuse into our everyday life..”