The Human Brand

Praise for The Human BrandThis insightful book explains in simple terms why trust is at the heart of every healthy relationship-not just between people, but between companies and their customers. The Human Brand will cause you to completely rethink your current approach to customer relationships, and that's a good thing.-Tom Long, chief executive officer, MillerCoorsThe Human Brand is a brilliant synthesis of psychological science and marketing wisdom. Engaging, insightful, and deeply original, this is an essential book for every business reader.-Daniel Gilbert, author, Stumbling on Happiness, and Edgar Pierce Professor of Psychology, Harvard UniversityThe Human Brand is a must-read for those who want a truly evolved understanding of how to earn loyalty and create lasting relationships with customers. It's a timely look at how modern corporations hold onto customers-and how we drive them away.-Beth Comstock, chief marketing officer, General ElectricChris Malone has a unique talent for uncovering customer insights that challenge conventional wisdom and uncover new growth opportunities. In The Human Brand, he and Susan Fiske offer a new way to understand brands, deliver more memorable customer experiences, and drive profitable growth.-Ravi Saligram, president and chief executive officer, OfficeMax, Inc.Susan Fiske's renowned work on warmth and competence explains how we unconsciously judge people and companies. The Human Brand is a must-read for anyone with an interest in why we make the choices we do.-Jennifer Aaker, coauthor, The Dragonfly Effect, and professor, Stanford University Graduate School of BusinessThe Human Brand offers truly ground-breaking insights on the psychology of customer choice and loyalty, challenging us to rethink what really matters to our customers and what it takes to build strong and authentic relationships with them.-Ann Muhkerjee, chief marketing officer, Frito-Lay North America