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 "e;warmth"e; (what intentions others have toward us) and "e;competence"e; (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.

Why we choose companies and brands in the same way that weunconsciously perceive, judge, and behave toward one anotherPeople everywhere describe their relationships with brands in adeeply personal way--we hate our banks, love our smartphonesand 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, judgeand 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'sDomino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more* Draws from original research, evaluating over 45 companies overthe course of 10 separate studiesThe 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.

Acknowledgments xiIntroduction: Back to the Future 1Why our immediate future so strongly resembles our distant past1 Warmth and Competence 19The two timeless judgments that drive our behavior toward others2 The Loyalty Test 39Why we expect companies and brands to commit to us fi rst3 The Principle of Worthy Intentions 61The simple and reliable way to demonstrate warmth and competence4 The Price of Progress 85How faceless commerce leads to a focus on discounts5 Take Us to Your Leader 105What we learn from the people behind the things we buy6 Show Your True Colors 127Why mistakes and crises are a golden loyalty opportunity7 The Relationship Renaissance 151Navigating the road aheadNotes 169About the Authors 185Index 187