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

Chapter Three

The Principle of Worthy Intentions

The simple and reliable way to demonstrate warmth and competence

Carolyn Beauchesne says she’s an addict, but that she’s got her problem under control. Back in 2008, the mother of three from Orange County, California, decided to reward herself for hitting her weight-loss goal at the gym by buying some new workout clothes from Lululemon, the trendsetting clothing store that had recently opened in Newport Beach.

In the following five years, Beauchesne estimates she spent about $25,000 at Lululemon. She knows because she keeps a spreadsheet record of all her purchases. Her blog, “Lululemon Addict,” attracts sixty-five thousand unique visitors per month, including other loyal “Lulu-heads,” as they’re ...