Video description
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 45 companies over the course of 10 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.
Product information
- Title: The Human Brand
- Author(s):
- Release date: October 2013
- Publisher(s): HighBridge
- ISBN: None
You might also like
video
Marketing Myopia
Theodore Levitt's classic theory -- in under two minutes.
book
The Self-Destructive Habits of Good Companies: ...And How to Break Them
Why Even Great Companies Fail: Diagnose the Symptoms and Cure Them! Conquer—or prevent—the seven disastrous “addictions” …
book
Becoming a Better Value Creator: How to Improve the Company's Bottom Line--and Your Own
Why do some companies perform beyond expectation year after year while others start out strong but …
article
Reimagining the Office for Immensely Human Interactions
People feel a need to belong and have an inherent desire for deep and meaningful connections. …