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. Shantini Munthree, who has built and transformed leading brands throughout the world, cuts to the chase on brand positioning, explaining gaps in buyer behavior that have long frustrated marketers. By drawing on work at Vanguard, Procter & Gamble, SABMiller (now under Anheuser-Busch InBev SA/NV), Sara Lee, and Caterpillar, and by sharing case studies from others, the author: - strips away layers of brand positioning strategy and races you to the heart of a brand; - reveals how to woo new buyers by taking on a macroaffection or macroinfliction-two new concepts; - unpacks and tackles buyer objections and unexplored emotional deal killers; and - shares proven strategies to tap into the deepest human motivations to turn buyers into brand advocates. By the end of this book, you'll be ready to unveil the real why of your brand, link it to a what that your buyer cares about, and do so in a way that elevates your brand above competitors.