Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another
People everywhere describe their relationships with brands in a deeply personal way--we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support.
* Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands
* Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more
* Draws from original research, evaluating over 45 companies over the course of 10 separate studies
The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.
Praise for The Human Brand
"This insightful book explains in simple terms why trust is at the heart of every healthy relationship-not just between people, but between companies and their customers. The Human Brand will cause you to completely rethink your current approach to customer relationships, and that's a good thing."
-Tom Long, chief executive officer, MillerCoors
"The Human Brand is a brilliant synthesis of psychological science and marketing wisdom. Engaging, insightful, and deeply original, this is an essential book for every business reader."
-Daniel Gilbert, author, Stumbling on Happiness, and Edgar Pierce Professor of Psychology, Harvard University
"The Human Brand is a must-read for those who want a truly evolved understanding of how to earn loyalty and create lasting relationships with customers. It's a timely look at how modern corporations hold onto customers-and how we drive them away."
-Beth Comstock, chief marketing officer, General Electric
"Chris Malone has a unique talent for uncovering customer insights that challenge conventional wisdom and uncover new growth opportunities. In The Human Brand, he and Susan Fiske offer a new way to understand brands, deliver more memorable customer experiences, and drive profitable growth."
-Ravi Saligram, president and chief executive officer, OfficeMax, Inc.
"Susan Fiske's renowned work on warmth and competence explains how we unconsciously judge people and companies. The Human Brand is a must-read for anyone with an interest in why we make the choices we do."
-Jennifer Aaker, coauthor, The Dragonfly Effect, and professor, Stanford University Graduate School of Business
"The Human Brand offers truly ground-breaking insights on the psychology of customer choice and loyalty, challenging us to rethink what really matters to our customers and what it takes to build strong and authentic relationships with them."
-Ann Muhkerjee, chief marketing officer, Frito-Lay North America
