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

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.

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