The Human Brand: How We Relate to People, Products, and Companies (October 2013)
Authors: Chris Malone and Susan T. Fiske
Summary: This book, from customer loyalty expert Chris Malone and social psychologist Susan Fiske, delves into why customers choose to patronize the companies they do. Through years of original research, the authors discovered that customer perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine impressions of people. The book also spotlights what it takes for companies and brands to earn and keep customer loyalty in the digital age. For entrepreneurs, the takeaway is simple: To achieve sustained success, companies must forge genuine relationships with customers.