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 forty-five
companies over the course of ten 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.
Download and start listening now!