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

• What are living brands
• How to bring brands to life
• The fundamental motives for buying...
• Decoding our lingua franca : the 12 narratives
• Analysing each of our fundamental human motives
• The wheel of motives : the most integrated model to date for understanding human behavior and shaping brand strategy
• A step-by-step methodology for bringing brands to life
• The leading role of marketers in enriching people's lives