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The Human Brand by Chris Malone, Susan T Fiske PDF

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The Human Brand by Chris Malone, Susan T. Fiske PDF

Customers everywhere describe
their interactions with companies in a deeply personal way: We hate our banks, love our smartphones, and think the cable
company is out to get us. What is actually going through our brains when we make these judgments?

Customer
loyalty expert Chris Malone and top social psychologist Susan Fiske have 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 - such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, and
Sprint - in the same manner that we inherently perceive, judge, and behave toward one another. As a result, to achieve
sustained success in the future, companies must forge genuine relationships with their customers - ones that reflect
warmth, competence, and worthy intentions. And as customers, we have a right to expect relational accountability from
the companies and brands we support.

Drawing from original research and evaluating over 45 companies in the
course of ten 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.

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