The Human Brand

The Human Brand

How We Relate to People, Products, and Companies

Downloadable Audiobook - 2013
Rate this:
Customers everywhere describe their interactions with companies 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? 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--such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint--the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success in the future, companies must forge genuine relationships with customers that reflect warmth, competence, and worthy intentions. And as customers, we have a right to expect relational accountability from the companies and brands we support. Drawing from original research, and 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.
Publisher: [United States] : HighBridge, a division of Recorded Books : Made available through hoopla, 2013
Edition: Unabridged
ISBN: 9781622312979
162231297X
Call Number: EAUDIOBOOK HOOPLA
Characteristics: 1 online resource (1 audio file (360 min.)) : digital

Opinion

From the critics


Community Activity

Comment

Add a Comment

There are no comments for this title yet.

Age

Add Age Suitability

There are no ages for this title yet.

Summary

Add a Summary

There are no summaries for this title yet.

Notices

Add Notices

There are no notices for this title yet.

Quotes

Add a Quote

There are no quotes for this title yet.

Explore Further

Recommendations

Subject Headings

  Loading...

Find it at SFPL

  Loading...
[]
[]
To Top