Consumer Behaviours and Factors Affecting Brand Desirability - WEBINAR

Hear from three expert speakers:

Dr. Constantinos Pantidos from Brand Aviators, a specialist in how biology and neuroscience shape consumer behaviours and brand desirability.

Dr. Pantidos is the founder of BRAND AVIATORS®, a leading brand strategy consultancy recognized for serving an impressive roster of global clients including Mondelez, Canderel, Nestlé, Starbucks, Coca-Cola, Unilever, Heineken, Colgate and Reckitt. He is at the forefront of marketing innovation, integrating biological truths into brand development to resonate deeply with consumers. He spearheaded the creation of THE WHEEL OF MOTIVES®, a revolutionary tool that employs neurobiology for brand positioning and category understanding. His expertise has guided the development of the first neuro-packaging and scientifically formulated mood food. Constantinos is also the acclaimed author of Living Brands: How Biology and Neuroscience Shape Consumer Behavior and Brand Desirability, a seminal work in the field.

Sara King, Client Success Team Sensory Advisor at Compusense Inc., a global specialist firm in sensory and consumer testing.

Sara has worked at Compusense for 10 years in both research and client advising roles. From her experience and understanding of current industry needs, she will discuss the role of sensory and consumer testing in consumer behaviours and effects on brand desirability.

Edward Bergen, Principal Analyst at FutureBridge, a specialist in megatrends and how they are driving change, innovation, and development in the food and drink industry, and their impact on consumer attitudes, expectations, tastes, and buying decisions.

Edward is a driving force within FutureBridge as a Principal Analyst for the food & nutrition and chemicals & materials practices. Since joining the techno-commercial consulting and advisory company in late 2021, he has been instrumental in developing and delivering strategic insight and trends programs that highlight FutureBridge's deep expertise. With over a decade of experience in the food industry, spanning retail and market intelligence, Edward works with a team of analysts and food scientists to provide clients with forward-looking perspectives on the future of food. Known for his engaging speaking style and storytelling abilities, Edward is driven by a personal ambition to deliver a TED Talk.

This webinar is hosted by the British Section of the Institute of Food Technologists (IFT).