The human brand : how we relate to people, products, and companies /

"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. Wh...

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Bibliographic Details
Main Author: Malone, Chris, 1969-
Other Authors: Fiske, Susan T.
Format: eBook
Published: San Francisco, CA : Jossey-Bass, ©2013.
Online Access:CONNECT
Table of Contents:
  • The Human Brand: How We Relate to People, Products, and Companies; Copyright; Contents; Acknowledgments; Introduction: Back to the Future: Why our immediate future so strongly resembles our distant past; An Email to Princeton; The Middle Ages of Marketing; The Relationship Renaissance; Instant Karma; Chapter 1: Warmth and Competence: The two timeless judgments that drive our behavior toward others; Brands Are People Too; The Language of Loyalty; Chapter 2: The Loyalty Test: Why we expect companies and brands to commit to us first; Dropped Calls; No Community but the Investment Community
  • A Question of Loyalty Frequent Flying; From Acquaintances to Advocates; Chapter 3: The Principle of Worthy Intentions: The simple and reliable way to demonstrate warmth and competence; Trust as Our Default; Loyalty as a Primal Attachment; One-Way Streets; Shared Moral Values; Doing Well by Doing Good; Deserving and Undeserving Success; Chapter 4: The Price of Progress: How faceless commerce leads to a focus on discounts; The Loyalty Disconnect; The Internet and Its Uses; Big Love; The Zappos Advantage; The Amazon Challenge; The Relational Upside; The Digital Response; Missed Opportunities
  • Chapter 5: Take Us to Your Leader: What we learn from the people behind the things we buy The Pizza Turnaround; Transformational Leadership; Come Out from Behind the Curtain; At the Heart of Loyalty; Leading by Example; Tell Us Your Story; David versus Goliath; Chapter 6: Show Your True Colors: Why mistakes and crises are a golden loyalty opportunity; Who Comes First?; When "Customer First" Turns Into Company First; Forgivable Faults; Apple's Lost Directions; A Reservoir of Good Will; The Silver Lining; The Cable Guy; Learning from Mistakes
  • Chapter 7: The Relationship Renaissance: Navigating the road aheadImperative 1: Become More Self-Aware; Imperative 2: Embrace Significant Change; Imperative 3: Fundamentally Shift Priorities; Notes; About the Authors; Index; Advertisements