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

  • 5h 58m 26s
  • Chris Malone, Susan T. Fiske
  • Recorded Books, Inc.
  • 2013

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 is actually going through our brains when we make these judgments?

Customer loyalty expert Chris Malone and top social psychologist Susan Fiske have discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people.

In this Audiobook

  • Introduction: Back to the Future: Why our immediate future so strongly resembles our distant past
  • Chapter 1 Warmth and Competence: The two timeless judgments that drive our behavior toward others
  • Chapter 2 The Loyalty Test: Why we expect companies and brands to commit to us first
  • Chapter 3 The Principle of Worthy Intentions: The simple and reliable way to demonstrate warmth and competence
  • Chapter 4 The Price of Progress: How faceless commerce leads to a focus on discounts
  • Chapter 5 Take Us to Your Leader: What we learn from the people behind the things we buy
  • Chapter 6 Show Your True Colors: Why mistakes and crises are a golden loyalty opportunity
  • Chapter 7 The Relationship Renaissance: Navigating the road ahead