{"product_id":"the-human-brand-isbn-9781118611319","title":"The Human Brand","description":"\u003cb\u003eWhy we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another\u003c\/b\u003e  \u003cp\u003ePeople everywhere describe their relationships with brands 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? 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eApplies the social psychology concepts of \"warmth\" (what intentions others have toward us) and \"competence\" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands\u003c\/li\u003e \u003cli\u003eFeatures in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more\u003c\/li\u003e \u003cli\u003eDraws from original research, evaluating over 45 companies over the course of 10 separate studies\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eThe Human Brand\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eIntroduction: Back to the Future 1\u003cbr\u003eWhy our immediate future so strongly resembles our distant past\u003c\/p\u003e \u003cp\u003e1 Warmth and Competence 19\u003cbr\u003eThe two timeless judgments that drive our behavior toward others\u003c\/p\u003e \u003cp\u003e2 The Loyalty Test 39\u003cbr\u003eWhy we expect companies and brands to commit to us fi rst\u003c\/p\u003e \u003cp\u003e3 The Principle of Worthy Intentions 61\u003cbr\u003eThe simple and reliable way to demonstrate warmth and competence\u003c\/p\u003e \u003cp\u003e4 The Price of Progress 85\u003cbr\u003eHow faceless commerce leads to a focus on discounts\u003c\/p\u003e \u003cp\u003e5 Take Us to Your Leader 105\u003cbr\u003eWhat we learn from the people behind the things we buy\u003c\/p\u003e \u003cp\u003e6 Show Your True Colors 127\u003cbr\u003eWhy mistakes and crises are a golden loyalty opportunity\u003c\/p\u003e \u003cp\u003e7 The Relationship Renaissance 151\u003cbr\u003eNavigating the road ahead\u003c\/p\u003e \u003cp\u003eNotes 169\u003c\/p\u003e \u003cp\u003eAbout the Authors 185\u003c\/p\u003e \u003cp\u003eIndex 187\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eWinner, Business: Motivational, 2014 International Book Awards\u003cbr\u003e Silver Medal Winner, Networking, 2014 Axiom Business Book Awards\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e “Spotlights what it takes for companies and brands to earn and keep customer loyalty in the digital age.”\u003cbr\u003e \u003cb\u003e—Entrepreneur.com (selected as a “Best Business Book to Get Cozy With This Fall”)\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“This insightful book explains in simple terms why trust is at the heart of every healthy relationship—not just between people, but between companies and their customers. \u003ci\u003eThe Human Brand\u003c\/i\u003e will cause you to completely rethink your current approach to customer relationships, and that’s a good thing.”\u003cbr\u003e \u003cb\u003e—Tom Long, chief executive officer, MillerCoors\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e “\u003ci\u003eThe Human Brand\u003c\/i\u003e is a brilliant synthesis of psychological science and marketing wisdom. Engaging, insightful, and deeply original, this is an essential book for every business reader.”\u003cbr\u003e \u003cb\u003e—Daniel Gilbert, author, \u003ci\u003eStumbling on Happiness,\u003c\/i\u003e and Edgar Pierce Professor of Psychology, Harvard University\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e “\u003ci\u003eThe Human Brand\u003c\/i\u003e 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—and how we drive them away.”\u003cbr\u003e \u003cb\u003e—Beth Comstock, chief marketing officer, General Electric\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Chris Malone has a unique talent for uncovering customer insights that challenge conventional wisdom and uncover new growth opportunities. In \u003ci\u003eThe Human Brand,\u003c\/i\u003e he and Susan Fiskeoffer a new way to understand brands, deliver more memorable customer experiences, and drive profitable growth.”    \u003cbr\u003e \u003cb\u003e—Ravi Saligram, president and chief executive officer, OfficeMax, Inc.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Susan Fiske’s renowned work on warmth and competence explains how we unconsciously judge people and companies. \u003ci\u003eThe Human Brand\u003c\/i\u003e is a must-read for anyone with an interest in why we make the choices we do.”\u003cbr\u003e \u003cb\u003e—Jennifer Aaker, coauthor, \u003ci\u003eThe Dragonfly Effect,\u003c\/i\u003e and professor, Stanford University Graduate School of Business\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e “\u003ci\u003eThe Human Brand\u003c\/i\u003e offers truly ground-breaking insights on the psychology of customer choice and loyalty, challenging us to rethink what really matters to our customers and what it takes to build strong and authentic relationships with them.”\u003cbr\u003e \u003cb\u003e—Ann Muhkerjee, chief marketing officer, Frito-Lay North America\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e “Today’s technology makes it appear as if marketing has become more complex. In fact, it hasn’t – especially for those brands who think and act like ‘the shop on the corner.’ People’s connection to what they buy, and who they buy it from, is what’s important. That’s been the same for generations. The challenge is in making large brands appear ‘small.’ \u003ci\u003eThe Human Brand\u003c\/i\u003e cuts through the complexities of ‘marketing local’ in the digital age to tell the simple truth: connections are key.”\u003cbr\u003e \u003cb\u003e—Patrick Doyle, president and chief executive officer, Domino’s Pizza, Inc.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“How do we earn the lasting loyalty of others? Chris and Susan provide fundamental, yet powerful, insights into building relationships that matter. They challenge us to ‘come out from behind the curtain’ and lead with courage, conviction and heart. Never before has the humanization of brands and leadership been so vital to success.”\u003cbr\u003e \u003cb\u003e—Jay Gould, president and chief executive officer, American Standard Brands\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e “By re-focusing us on the primal foundations of survival\u003ci\u003e, The Human Brand\u003c\/i\u003e takes a major, comprehensive step towards understanding the real drivers of commercial success. If you care about what ignites, engages and sustains deep, strong relationships with your brand and company, read this book.”\u003cbr\u003e \u003cb\u003e—Susan Fournier, coauthor, \u003ci\u003eConsumer-Brand Relationships,\u003c\/i\u003e and professor, Boston University School of Management\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e “In all the noise and all the confusion, these insights on what really matters for corporations to maintain true customer loyalty make \u003ci\u003eThe Human Brand\u003c\/i\u003e invaluable.”\u003cbr\u003e \u003cb\u003e—John Williams, president and chief executive officer, Domtar Corporation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e “The insights detailed in \u003ci\u003eThe Human Brand\u003c\/i\u003e have completely reshaped our thinking and approach to building lasting alumni relationships and financial support.  Our resurgent alumni results in both areas are a testament to the timely and timeless value of warmth, competence and worthy intentions.”\u003cbr\u003e \u003cb\u003e—Daniel J. Curran, president, University of Dayton\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Malone and Fiske offer compelling new evidence on the dangers of excess focus on short-term shareholder value.  Their anecdote-rich book is helpful for any business concerned with how to retain customer loyalty and trust in these complex times.”  \u003cbr\u003e \u003cb\u003e—Noreena Hertz,\u003c\/b\u003e \u003cb\u003eauthor, \u003ci\u003eThe Silent Takeover\u003c\/i\u003e and \u003ci\u003eEyes Wide Open\u003c\/i\u003e, and professor, Duisenberg School of Finance\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e “The important insights in \u003ci\u003eThe Human Brand\u003c\/i\u003e help explain why B Corporations are able to attract the best talent and the most evangelical customers, and why they deliver lasting benefits to our society and to shareholders.”\u003cbr\u003e \u003cb\u003e—Jay Coen Gilbert, cofounder, B Lab\u003c\/b\u003e\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eCHRIS MALONE\u003c\/b\u003e is founder and managing partner of Fidelum Partners, a research-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-Cola Company, the National Basketball Association, and Procter \u0026amp; Gamble. He lives in the Philadelphia area with his wife and three sons.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eSUSAN T. FISKE\u003c\/b\u003e is Eugene Higgins Professor, Psychology and Public Affairs, at Princeton University. She investigates social cognition—especially groups' images and the emotions they create—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.    \u003c\/p\u003e\u003cp\u003ePeople everywhere describe their relationships with brands of all kinds in deeply personal ways—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?  \u003c\/p\u003e\u003cp\u003eThrough their original research, customer loyalty expert Chris Malone and social psychologist Susan Fiske show that we relate to companies, brands, and even inanimate products in the same way that we naturally perceive, judge, and behave toward one another.  \u003c\/p\u003e\u003cp\u003eEarly humans developed a kind of genius for making two specific kinds of quick judgments: What are the intentions of other people toward me? And how capable are they of carrying out those intentions? Social psychologists call these two categories of perception warmth and competence, and they drive most of our emotions and behavior toward other people—and in today's modern world, toward businesses too. As a result, we become devoted to certain companies, brands, even products, but we also have high expectations for loyalty from them in return.  \u003c\/p\u003e\u003cp\u003eHaving evaluated over 45 companies across 10 separate studies, Malone and Fiske offer in-depth analyses of companies such as Johnson \u0026amp; Johnson, Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, and Sprint, showing how they manage to achieve success and sustain it—even recovering from major missteps—by forging genuine relationships with customers.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Human Brand\u003c\/i\u003e 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.  \u003c\/p\u003e\u003cp\u003eFor more information, please visit \u003cb\u003eTheHumanBrand.com\u003c\/b\u003e\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47990260039909,"sku":"NP9781118611319","price":27.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118611319.jpg?v=1761787102","url":"https:\/\/k12savings.com\/products\/the-human-brand-isbn-9781118611319","provider":"K12savings","version":"1.0","type":"link"}