The Human Brand

Chris Malone 지음

Jossey-Bass 2013년 09월 10일 출간

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책소개

Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one anotherPeople everywhere describe their relationships with brands in a deeply personal waym-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 quot;warmthquot; (what intentions others have toward us) and quot;competencequot; (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brandsFeatures in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and moreDraws from original research, evaluating over 45 companies over the course of 10 separate studiesThe 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.

목차

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 first3 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

출판사 서평

“Spotlights what it takes for companies and brands to earn and keep customer loyalty in the digital age.”&m-Entrepreneur.com (selected as a “Best Business Book to Get Cozy With This Fall”)“This insightful book explains in simple terms why trust is at the heart of every healthy relationship&m-not just between people, but between companies and their customers.&The Human Brand will cause you to completely rethink your current approach to customer relationships, and that&'s a good thing.”&m-Tom Long, chief executive officer, MillerCoors&“The Human Brand is a brilliant synthesis of psychological science and marketing wisdom. Engaging, insightful, and deeply original, this is an essential book for every business reader.”&m-Daniel Gilbert, author, Stumbling on Happiness, and Edgar Pierce Professor of Psychology, Harvard University&“The Human Brand is a must-read for those who want a truly evolved understanding of how to earn loyalty and create lasting relationships with customers. It's a timely look at how modern corporations hold onto customers&m-and how we drive them away.”&m-Beth Comstock, chief marketing officer, General Electric“Chris Malone has a unique talent for uncovering customer insights that challenge conventional wisdom and uncover new growth opportunities.&In The Human Brand, he and Susan Fiskeoffer a new way to understand brands, deliver more memorable customer experiences, and drive profitable growth.”& &&&m-Ravi Saligram, president and chief executive officer, OfficeMax, Inc.“Susan Fiske&'s renowned work on warmth and competence explains how we unconsciously judge people and companies.&The Human Brand is a must-read for anyone with an interest in why we make th

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저자(글) Chris Malone

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Chris Malone is founder and managing partner of Fidelum Partners, a research#45;based consulting and professional services firm that helps clients achieve sustained business growth and performance. He was chief marketing officer at Choice Hotels International and senior vice president of marketing at ARAMARK Corporation, and has held senior marketing and sales positions at Coca#45;Cola Company, the National Basketball Association, and Procter #38; Gamble. He lives in the Philadelphia area with his wife and three sons.Susan T. Fiske is Eugene Higgins Professor, Psychology and Public Affairs, at Princeton University. She investigates social cognition#151;especially groups#39; images and the emotions they create#151;at cultural, interpersonal, and neuroscientific levels. She is author of over three hundred publications and winner of numerous scientific awards, including election to the National Academy of Science. She and her husband divide their time between Princeton and Vermont.