Malone Chris - The Human Brand

Contents

More Praise for The Human Brand

Todays technology makes it appear as if marketing has become more complex. In fact, it hasnt especially for those brands who think and act like the shop on the corner. Peoples connection to what they buy and whom they buy it from is whats important. Thats been the same for generations. The challenge is in making large brands appear small. The Human Brand cuts through the complexities of marketing local in the digital age to tell the simple truth: connections are key.

Patrick Doyle , president and chief executive officer, Dominos Pizza, Inc.

How do we earn the lasting loyalty of others? Chris and Susan provide fundamental, yet powerful, insights into building relationships that matter. They challenge us to come out from behind the curtain and lead with courage, conviction, and heart. Never before has the humanization of brands and leadership been so vital to success.

Jay Gould , president and chief executive officer, American Standard Brands

By re-focusing us on the primal foundations of survival, The Human Brand takes a major, comprehensive step towards understanding the real drivers of commercial success. If you care about what ignites, engages, and sustains deep, strong relationships with your brand and company, read this book.

Susan Fournier , coauthor, Consumer-Brand Relationships , and professor, Boston University School of Management

In all the noise and all the confusion, the insights on what really matters for corporations to maintain true customer loyalty make The Human Brand invaluable.

John Williams , president and chief executive officer, Domtar Corporation

The insights detailed in The Human Brand have completely reshaped our thinking and approach to building lasting alumni relationships and financial support. Our resurgent alumni results in both areas are a testament to the timely and timeless value of warmth, competence, and worthy intentions.

Daniel J. Curran , president, University of Dayton

Malone and Fiske offer compelling new evidence on the dangers of excess focus on short-term shareholder value. Their anecdote-rich book is helpful for any business concerned with how to retain customer loyalty and trust in these complex times.

Noreena Hertz , author, The Silent Takeover and Eyes Wide Open , and professor, Duisenberg School of Finance

The important insights in The Human Brand help explain why B Corporations are able to attract the best talent and the most evangelical customers, and why they deliver lasting benefits to our society and to shareholders.

Jay Coen Gilbert , cofounder, B Lab

Cover design by: Adrian Morgan

Cover image : Robert Churchill | Getty Images

Copyright 2013 by Chris Malone and Susan T. Fiske. All rights reserved.

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Library of Congress Cataloging-in-Publication Data

Malone, Chris, 1969

The human brand : how we relate to people, products, and companies / Chris Malone, Susan T. Fiske. First edition.

1 online resource.

Includes index.

Description based on print version record and CIP data provided by publisher; resource not viewed.

ISBN 978-1-118-75815-1 (pdf) ISBN 978-1-118-75827-4 (epub) ISBN 978-1-118-61131-9 (hardback)

1. Consumer behavior. 2. MarketingPsychological aspects. I. Fiske, Susan T. II. Title.

HF5415.32

658.8'342dc23

2013028032

For my beautiful wife, Beth, and our remarkable sons, Charlie, Henry, and Patrick. You will always be my greatest love, passion, pride, and inspiration. CM

For my inspiring husband, Doug Massey, and our wonderful children, Geoff, Lydia, and Vanessa. Our twenty-first-century family is my cherished delight in every way. STF

Acknowledgments

We hope the readers of this book will find it useful, both as customers and as people who think about customers.

No book is an island, and we are grateful to the community of contributors that helped produce it. First, we thank our agent, Jim Levine, who saw its promise, and Jill Totenberg, who supported our early vision. Our editor, Karen Murphy, has guided us from proposal to final form, and we are grateful. Noel Weyrich and Bruce Tucker ably helped us develop the shape and voice of the text, as well as encouraged us to hone and focus our ideas. We thank them each for their thoughtful and constructive guidance.

Much of the most relevant academic research on the warmth and competence model comes from Nicolas Kervyn, who was a postdoctoral visitor and collaborator, and from other members of Susans Fiske Lab at Princeton. Research on its implications for companies and brands was assisted by Chriss colleagues at Fidelum Partners, including Candice Bennett, Bill Bule, Rick Carpenter, Donald Crawford, Leanne Fesenmeyer, Kennan Kosenko, Steve McMahon, Ashley Phillips, Michael Sinclair, and Erica Seidel.

And we would especially like to thank the experts from various companies and brands, who gave generously of their time for interviews with Chris. These included John Beadle, Greg Brown, Steve Cannon, Tim Cost, Bob Dekoy, Mike Faherty, Kelly Faddis, Joe Hage, Dave Harper, Linda Jenkinson, Peter Kaye, Grace Kim, Michael Kolleth, Sundar Kumarasamy, Tom Laforge, Ed Martin, Pedro Massa, Andrew Parkinson, Andrew Rondepierre, Fred Rost, Stan Sthanunathan, and Russell Weiner.