Download The Human Brand: How We Relate to People, Products, and Companies AudioBook Free

Customers everywhere explain their interactions with companies in a deeply personal way: We hate our lenders, love our smartphones, and think the cable tv company has gone out to get us. What is actually going through our brains when we make these judgments? Customer loyalty expert Chris Malone and top social psychologist Susan Fiske have uncovered our perceptions happen from spontaneous judgments on warmness and competence, the same two factors that also determine our impressions of individuals. We see companies and brands - such as Hershey's, Domino's, Lululemon, Zappos, Amazon . com, Chobani, and Sprint - very much the same that we inherently perceive, judge, and behave toward one another. As a result, to achieve suffered success in the future, companies must forge genuine human relationships using their customers - ones that reflect warmness, competence, and worthwhile intentions. And as customers, we have a right to anticipate relational accountability from the companies and brands we support. Sketching from original research and evaluating over 45 companies throughout ten separate studies, The Man Brand is essential listening 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 years.

Category: Research

Details

Publisher	HighBridge, a division of Recorded Books
Language	English
ISBN
DATE	2013-10
Author	Sean Runnette

Download