The Human Brand: How We Relate to People, Products, and Companies

The Human Brand: How We Relate to People, Products, and Companies

by Chris Malone, Susan T. Fiske
     
 

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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

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Overview

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.

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Editorial Reviews

From the Publisher
Winner, Business: Motivational, 2014 International BookAwards
Silver Medal Winner, Networking, 2014 Axiom Business BookAwards

“Spotlights what it takes for companies and brands to earnand keep customer loyalty in the digital age.”
—Entrepreneur.com (selected as a “Best Business Bookto Get Cozy With This Fall”)

“This insightful book explains in simple terms why trustis at the heart of every healthy relationship—not justbetween people, but between companies and theircustomers. The Human Brand will cause you to completelyrethink your current approach to customer relationships, andthat’s a good thing.”
—Tom Long, chief executive officer, MillerCoors

 “The Human Brand is a brilliant synthesis ofpsychological science and marketing wisdom. Engaging, insightful,and deeply original, this is an essential book for every businessreader.”
—Daniel Gilbert, author, Stumbling on Happiness,and Edgar Pierce Professor of Psychology, HarvardUniversity

 “The Human Brand is a must-read for those whowant a truly evolved understanding of how to earn loyalty andcreate lasting relationships with customers. It's a timely look athow modern corporations hold onto customers—and how we drivethem away.”
—Beth Comstock, chief marketing officer, GeneralElectric

“Chris Malone has a unique talent for uncovering customerinsights that challenge conventional wisdom and uncover new growthopportunities. In The Human Brand, he and SusanFiskeoffer a new way to understand brands, deliver more memorablecustomer experiences, and drive profitable growth.”   
—Ravi Saligram, president and chief executive officer,OfficeMax, Inc.

“Susan Fiske’s renowned work on warmth andcompetence explains how we unconsciously judge people andcompanies. The Human Brand is a must-read for anyonewith an interest in why we make the choices we do.”
—Jennifer Aaker, coauthor, The Dragonfly Effect,and professor, Stanford University Graduate School ofBusiness

 “The Human Brand offers truly ground-breakinginsights on the psychology of customer choice and loyalty,challenging us to rethink what really matters to our customers andwhat it takes to build strong and authentic relationships withthem.”
—Ann Muhkerjee, chief marketing officer, Frito-Lay NorthAmerica

 “Today’s technology makes it appear as ifmarketing has become more complex. In fact, it hasn’t –especially for those brands who think and act like ‘the shopon the corner.’ People’s connection to what they buy,and who they buy it from, is what’s important. That’sbeen the same for generations. The challenge is in making largebrands appear ‘small.’ The Human Brand cutsthrough the complexities of ‘marketing local’ in thedigital age to tell the simple truth: connections arekey.”
—Patrick Doyle, president and chief executive officer,Domino’s Pizza, Inc.

“How do we earn the lasting loyalty of others? Chris andSusan provide fundamental, yet powerful, insights into buildingrelationships that matter. They challenge us to ‘come outfrom behind the curtain’ and lead with courage, convictionand heart. Never before has the humanization of brands andleadership been so vital to success.”
—Jay Gould, president and chief executive officer,American Standard Brands

 “By re-focusing us on the primal foundations ofsurvival, The Human Brand takes a major, comprehensive steptowards understanding the real drivers of commercial success. Ifyou care about what ignites, engages and sustains deep, strongrelationships with your brand and company, read thisbook.”
—Susan Fournier, coauthor, Consumer-BrandRelationships, and professor, Boston University School ofManagement

 “In all the noise and all the confusion, theseinsights on what really matters for corporations to maintain truecustomer loyalty make The Human Brandinvaluable.”
—John Williams, president and chief executive officer,Domtar Corporation

 “The insights detailed in The Human Brandhave completely reshaped our thinking and approach to buildinglasting alumni relationships and financial support.  Ourresurgent alumni results in both areas are a testament to thetimely and timeless value of warmth, competence and worthyintentions.”
—Daniel J. Curran, president, University of Dayton

“Malone and Fiske offer compelling new evidence on thedangers of excess focus on short-term shareholder value. Their anecdote-rich book is helpful for any business concerned withhow to retain customer loyalty and trust in these complextimes.”  
—Noreena Hertz, author, The Silent Takeoverand Eyes Wide Open, and professor, Duisenberg School ofFinance

 “The important insights in The HumanBrand help explain why B Corporations are able to attractthe best talent and the most evangelical customers, and why theydeliver lasting benefits to our society and toshareholders.”
—Jay Coen Gilbert, cofounder, B Lab

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Product Details

ISBN-13:
9781118758274
Publisher:
Wiley
Publication date:
09/10/2013
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
208
File size:
1 MB

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