‘Love + Fear’ Simplifies Brand Strategy and Teaches Businesses How to Draw Buyers In

Shantini Munthree's new marketing and consumer behavior book, "Love + Fear: Mastering the Primal Motives of Buyers" (published by Archway Publishing), focuses on the simple notion that all motivation exists on a love-fear continuum.

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The book makes the case that brands are able to position themselves along a love-fear spectrum. Munthree draws from psychology, neuroscience and philosophy to introduce a new brand framework. The author argues that when marketers concentrate on the buyer's motivation, and not just the expressions of these motives, they're able to connect with buyers and activate them. "Love + Fear" encourages brands to think and be bigger in the roles they play in buyers' lives. It outlines the six roles of brands and how use these for bigger impact. Munthree also introduces two new concepts for conscious branding efforts — macro affections, big movements of love, and macro inflictions, big destructive forces of fear.

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"By using the 'Love + Fear' model, a brand can cut to the chase on what will move their buyers. And if done well, any brand — from a small start-up to a large heritage brand — could be both financially successful and a force for good," says Munthree.

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The book is available for purchase at: https://www.amazon.com/Love-Fear-Mastering-Primal-Motives/dp/1480871893.

"Love + Fear"
By Shantini Munthree
Hardcover | 5.5 x 8.5 in | 264 pages | ISBN 9781480871885
Softcover | 5.5 x 8.5 in | 264 pages | ISBN 9781480871892
E-Book | 264 pages | ISBN 9781480865457
Available at Amazon and Barnes & Noble

About the Author
Shantini Munthree describes herself as having an American heart, South African soul, and universal spirit. For more than 20 years, she has helped build and transform some of the world's leading brands. Munthree is President of BRANDKIND, a socially conscious brand strategy consultancy. She has previously contributed to "Designing Brand Identity" by Alina Wheeler.

Simon & Schuster, a company with nearly ninety years of publishing experience, has teamed up with Author Solutions, LLC, the leading self-publishing company worldwide, to create Archway Publishing. With unique resources to support books of all kind, Archway Publishing offers a specialized approach to help every author reach his or her desired audience. For more information, visit http://www.archwaypublishing.com or call 888-242-5904.

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