Why we choose companies and brands in the same way that weunconsciously perceive, judge, and behave toward one another
People everywhere describe their relationships with brands in adeeply personal way—we hate our banks, love our smartphones,and think the cable company is out to get us. What's actually goingon in our brains when we make these judgments? Through originalresearch, customer loyalty expert Chris Malone and top socialpsychologist Susan Fiske discovered that our perceptions arise fromspontaneous judgments on warmth and competence, the same twofactors that also determine our impressions of people. We seecompanies and brands the same way we automatically perceive, judge,and behave toward one another. As a result, to achieve sustainedsuccess, companies must forge genuine relationships with customers.And as customers, we have a right to expect relationalaccountability from the companies and brands we support.
- Applies the social psychology concepts of "warmth" (whatintentions others have toward us) and "competence" (how capablethey are of carrying out those intentions) to the way we perceiveand 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 overthe course of 10 separate studies
The Human Brand is essential reading for understandinghow and why we make the choices we do, as well as what it takes forcompanies and brands to earn and keep our loyalty in the digitalage.
|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 cognitionespecially groups' images and the emotions they createat 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.
Table of Contents
Introduction: Back to the Future 1Why our immediate future so strongly resembles our distant past
1 Warmth and Competence 19The two timeless judgments that drive our behavior toward others
2 The Loyalty Test 39Why we expect companies and brands to commit to us first
3 The Principle of Worthy Intentions 61The simple and reliable way to demonstrate warmth and competence
4 The Price of Progress 85How faceless commerce leads to a focus on discounts
5 Take Us to Your Leader 105What we learn from the people behind the things we buy
6 Show Your True Colors 127Why mistakes and crises are a golden loyalty opportunity
7 The Relationship Renaissance 151Navigating the road ahead
About the Authors 185