The Human Brand
How We Relate to People, Products, and Companies
About the Summary
Through their original research, customer loyalty expert Chris Malone and social psychologist Susan Fiske show that we relate to companies, brands and even inanimate products in the same way that we naturally perceive, judge and behave toward one another. 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.