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The Human Brand
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The Human Brand

How We Relate to People, Products, and Companies

By Susan T. Fiske & Chris Malone
Narrated by Sean Runnette / 5 hours 58 minutes

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.

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Author &
Narrator Sean Runnette
ISBN 9781622312979
Length 5 hours 58 minutes
Language English
Publisher HighBridge
Publication date
Edition Unabridged
Genres Business & Nonfiction
Libro.fm rank #9,345 Overall
Genre rank #446 in Business