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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Product Details

ISBN-13: 9781118611319
Publisher: Wiley
Publication date: 10/14/2013
Pages: 208
Sales rank: 431,901
Product dimensions: 5.90(w) x 9.00(h) x 0.90(d)

About the Author

CHRIS MALONE is founder and managing partner of Fidelum Partners, a research-based consulting and professional services firm that helps clients achieve sustained business growth and performance. He was chief marketing officer at Choice Hotels International and senior vice president of marketing at ARAMARK Corporation, and has held senior marketing and sales positions at Coca-Cola Company, the National Basketball Association, and Procter & Gamble. He lives in the Philadelphia area with his wife and three sons.

SUSAN T. FISKE is Eugene Higgins Professor, Psychology and Public Affairs, at Princeton University. She investigates social cognition—especially groups' images and the emotions they create—at cultural, interpersonal, and neuroscientific levels. She is author of over three hundred publications and winner of numerous scientific awards, including election to the National Academy of Science. She and her husband divide their time between Princeton and Vermont.

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Table of Contents

Acknowledgments xi

Introduction: Back to the Future 1
Why our immediate future so strongly resembles our distant past

1 Warmth and Competence 19
The two timeless judgments that drive our behavior toward others

2 The Loyalty Test 39
Why we expect companies and brands to commit to us first

3 The Principle of Worthy Intentions 61
The simple and reliable way to demonstrate warmth and competence

4 The Price of Progress 85
How faceless commerce leads to a focus on discounts

5 Take Us to Your Leader 105
What we learn from the people behind the things we buy

6 Show Your True Colors 127
Why mistakes and crises are a golden loyalty opportunity

7 The Relationship Renaissance 151
Navigating the road ahead

Notes 169

About the Authors 185

Index 187

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