Living Brands

How Biology & Neuroscience Shape Consumer Behaviour & Brand Desirability

Non-Fiction - Business/Finance
556 Pages
Reviewed on 10/26/2018
Buy on Amazon

This author participates in the Readers' Favorite Book Donation Program, which was created to help nonprofit and charitable organizations (schools, libraries, convalescent homes, soldier donation programs, etc.) by providing them with free books and to help authors garner more exposure for their work. This author is willing to donate free copies of their book in exchange for reviews (if circumstances allow) and the knowledge that their book is being read and enjoyed. To begin, click the purple email icon to send this author a private email. Be sure to tell the author who you are, what organization you are with, how many books you need, how they will be used, and the number of reviews, if any, you would be able to provide.

Author Biography

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. Also a post-graduate university lecturer, Constantinos lectures on strategic marketing, consumer behavior, and consumer research.

    Book Review

Reviewed by Renee Guill for Readers' Favorite

Living Brands: How Biology & Neuroscience Shape Consumer Behaviour & Brand Desirability by Dr. Constantinos Pantidos talks about we can use the human mind to develop a brand or item. He shows us this concept with diagrams and lots of details. Dr. Constantinos Pantidos talks about how to use motivational skills and does it for each item separately, for example, toys and food. He talks about how workshops are extremely useful for finding out data. He also uses lots of different companies and slogans to show us how they utilize motivational thinking. Dr. Pantidos also gives his contact info in case more details are needed, as well as any questions readers may need answered.

I thought that Living Brands by Dr. Constantinos Pantidos covered a fascinating topic. After reading lots of books about AIs, it was refreshing to read about the human brain. I liked how he gave us the definition of what the concept of the 'living brand' means. He also goes into great details of the items separately, to make it easier to understand. I have to admit some of it was a bit hard for me to understand, but luckily I have worked in retail most of my life. I did appreciate how Dr. Constantinos Pantidos gave his contact info in case you want more details or have any questions. But what I gleaned was that we use motivational thinking for each item. For example, when buying a toy, we think about why we want it. Is it for play, or to learn, etc. All in all, I thought Living Brands was an intriguing read. I knew about the concept but I had no idea there was an actual term for it or how it worked for us.