The Human Brand (PDF)

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.