LOVE+FEAR

MasterING
the primal motives
​of buyers

A game-changing strategy book to winning buyers in a world that demands brands to have genuine social impact - from a practitioner who has protected, grown and transformed some of the world’s leading brands.​

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DECLUTTER YOUR BOOK SHELVES. YOUR MIND.

So much has been written on how to nudge, push and pull customers to a brand. This book breaks through the clutter.

Through fresh thinking and a deliberate choice of hidden gems for its brand case studies, LOVE+FEAR:

• Strips away layers of brand positioning strategy and races you to the heart of a brand.
• Reveals how to woo new buyers and deepen existing relationships by taking on a macro affection or infliction; two new concepts.
• Unpacks and tackles buyer objections; the largely unexplored emotional deal-killers.
• Shares proven strategies to tap into the deepest human motivations to turn buyers into customers and customers into brand advocates.

By the end of reading LOVE+FEAR, you’ll be ready to unveil the real Why of your brand, to link it to a What that your buyer cares about, and do so in a way that elevates your brand above any of your competitors.

WHAT OTHERS ARE SAYING

At long last, Shantini Munthree's new framework is launched with the publication of this book. The simple notion that all motivation exists on a LOVE-FEAR spectrum is the next big idea.
- Alina Wheeler, author of Designing Brand Identity

When I wrote Lovemarks more than a decade ago, we gave brands the permission and joy to explore emotional marketing. Today, we message and market in many more ways. And we do it faster and more widely. Munthree’s book guides marketers to the Start button for great marketing. It is about taking the time to understand and tap into our human motives - with Love & Fear.
- Kevin Roberts, author of Lovemarks: The Future Beyond Brands and ex- Saatchi & Staatchi Chairman and CEO

UNDERSTAND BUYERS. DEEPLY.
DEFINE STRATEGY. SIMPLY.

To date, buyer analysis has typically leaned on Maslow’s hierarchy of needs. Marketers pick multiple needs to address in their communication, hoping that one or two might stick. This complicates and dilutes the message that buyers hear. The Love+Fear approach simplifies brand strategy work. It takes its cues from psychology, neuroscience and philosophy to frame out an easy-to-understand positioning tool. 

LOVE + FEAR : PRIMAL MOTIVES THAT STILL DRIVE US

Behavioral research shows that people are driven by two primal motives, Love and Fear. These motives are expressed in many ways. As marketers, we often tackle the expression, and not the root, of a buyer’s reason to act.

​This book unpacks this theory and introduces a new marketing strategy framework to help you connect in bigger, better and more enduring ways with your audience.

WHO IS THIS BOOK FOR?

LOVE+FEAR—Mastering the primal motives of buyers shares a simple marketing framework that anyone can use, from an entrepreneur with a disruptive idea to the chief marketing officer of a Fortune 500 company. 

For the leader : This book helps you think bigger and further about what your brand's mission. To compete today, we’re shifting value beyond financial metrics, and defining “goodwill” more tangibly in the context of social impact.
​For the practitioner : In a digital marketplace that pulls us in different directions more than ever, this book cuts to the chase on brand positioning. Through a ridiculously simple framework, we will connect your brand, mission and buyer more closely than ever, and then we’ll fill in the “how-to” gaps that have long frustrated marketers in buyer behavior.

MEDIA KIT

Hello, media friends.
Thanks for being here. Here is the media resource page for the media release and a list of content ideas to collaborate on. If you're looking for photos and video to use, here are some options. You will find both print and web-friendly content on the book and author.

Shantini is comfortable with all media formats - TV, Print and digital - so please get in touch with her. If you're looking for a quick quote, add this to your email subject line: Quick Media Quote Requested.