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.
