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The Human Brand: How We Relate to People, Products, and Companies
After reading “The Human Brand: How We Relate to People, Products, and Companies,” I am truly impressed with the thought-provoking insights it offers. The authors, Chris Malone and Susan T. Fiske, provide a deep analysis of human relationships and how they impact our interactions with brands and companies.
The book explores the concept of warmth and competence as essential dimensions of human perception. It delves into the nuances of emotional connections and how they affect our loyalty, trust, and overall perception of brands. I found this approach fascinating and eye-opening.
Malone and Fiske’s research and examples are excellently presented, making this book both informative and engaging. Their use of real-world case studies helps illustrate the concepts they discuss, making it easy for readers to relate to the content.
The Human Brand is not just another marketing book; it offers a fresh perspective on branding by focusing on the human element. It emphasizes the importance of treating customers as individuals with emotions and desires, rather than mere consumers. The authors’ emphasis on empathy and building emotional connections resonates deeply.
Conclusion
The Human Brand is a must-read for anyone interested in branding, marketing, or building better customer relationships. It sheds light on the deeper psychological factors that influence our perceptions and choices, providing actionable insights for businesses and individuals alike. By understanding the power of warmth and competence, we can create more meaningful connections with customers and foster long-lasting loyalty.
FAQs
Q: Is this book suitable for beginners?
A: Yes, The Human Brand is accessible to readers with different levels of knowledge in branding and marketing. The authors explain concepts clearly and provide relevant examples. It is suitable for both beginners and professionals.
Q: How can the insights in this book be applied to real-world scenarios?
A: The book offers practical strategies and examples that can be applied to real-world situations. It explores how companies have successfully implemented human-centric approaches in their branding and marketing efforts. Readers can learn from these examples and adapt them to their own industry and target audience.
Q: Can individuals benefit from reading this book, or is it mainly targeted towards businesses?
A: While the book primarily focuses on the implications for businesses, individuals can also benefit from understanding how human perception and emotions shape their relationships with brands. The insights can be applied to personal branding, job interviews, and interpersonal relationships as well.
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another
People 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.
Applies 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 brandsFeatures in-depth analyses of companies such as Hershey’s, Domino’s, Lululemon, Zappos, Amazon, Chobani, Sprint, and moreDraws from original research, 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.
Publisher : Jossey-Bass; 1st edition (24 Sept. 2013)
Language : English
Hardcover : 208 pages
ISBN-10 : 1118611314
ISBN-13 : 978-1118611319
Dimensions : 15.49 x 2.03 x 23.11 cm
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