The Human Brand: How We Relate to People, Products, and Companies Hardcover – October 7, 2013

In our evolution as humans, we were forced to develop skills integral to our survival. One of which was the ability to make snap judgements about our surroundings with a high degree of speed and accuracy. As we walked out of the “cave” our senses went immediately into survival mode. We judged everyone and everything we encountered on two basic criteria:1. Are they a threat?2. What was their ability to carry out that threat?This basic truth is at the heart of Wiley’s new book The Human Brand by Chris Malone and Susan T. Fiske. Their research has shown that over 80% of our judgements as based on these two factors. It boils down to our perception of 1. warmth and 2. competence. These perceptions don’t just apply to people. We also apply the same standards to products and companies. We automatically perceive and judge their behaviors on a subconscious level. Brands are people too.BOOK TAKEAWAYS: Consumers want to be heard. Social accountability is back and its here to stay. Consumers expect to have relationships with their brands. Companies must forge genuine relationships with customers. We now expect relational accountability from the companies and brands we support. Consumers will view the actions (or inaction) of brands based on warmth and competence. And warmth is absolutely key.The Human Brand is not just theory. It draws from original research, evaluating over 45 companies over the course of 10 separate studies.I can’t recommend this book enough. It’s a game changer. I guarantee you will be rethinking your approach to customers and prospects after reading this book.You’ll rethink your approach to loyalty programsYou’ll rethink how you prioritize people vs. profitsYou’ll rethink ever doing a “daily deal” like Groupon or LivingSocialYou’ll rethink the cost of new customer acquisition vs. upselling current customersYou’ll rethink how important is to make the first step in demonstrating warmth and competenceYou’ll rethink how your actions will be perceived through the Principle of Worthy IntentionsYou’ll rethink how leadership can become the literal “face” of your brandYou’ll rethink how you handle a crisisIn the words of Malone, perhaps the greatest takeaway is this, “Companies need to embrace significant change in the way they do business with customers, better aligning their policies, practices and processes to reflect warmth and competence.“One word: AMEN

The Human Brand is a compelling explanation of who people are and what we want from each other. So what is that? We want to be surrounded by loving (or warm) people who are competent. People who tell the truth in a kind and respectful way.From there, Susan (Harvard Phd who teaches at Princeton) and Chris (Wharton School of Business) explain the variety of feelings we have from people who are not warm and competent in various combinations. These feelings match the cultural fabric of literature classics and explain why we feel envy, pity, love, and so on.Regarding feelings, this book has made me feel a lot better about getting a leading MBA. That educational experience, frankly, left me questioning the reported social value we gain from being enlightened in business, finance, and economics. Is it that we as society are bound next to people in a shallow and perpetual money grab? Thankfully, Susan and Chris clearly explain the answer is no. What we want around us are loving people well informed people and products that make our lives better.What a relief!Steven R. GresethLouisville, Kentucky

1999 gave us "The Cluetrain Manifesto". Now, Princeton professor Susan Fiske and former Aramark CMO Chris Malone offer a compelling case, in the spirit of the Cluetrain thesis, for emphasizing the human dimension of a firm's identity in its branding. Building on research by Professor Fiske, a psychology researcher, and Malone's own experiences as a marketing executive and consultant, the book argues that perceptions of warmth, or its lack, can magnify the benefits of a firm's perceived competence -- or also, its absence. These effects are particularly strong among a firm's most loyal customers, who may also be its most active followers in social media. Using quantitative data and stories from the experiences of nearly three dozen major brands, Malone and Fiske not only describe the effects of warmth but also prescribe specific ways of projecting it to maximize results. At a deeper level, however, the book challenges firms to synchronize the promises their brands make with the reality with which they deliver on those promises, by highlighting the increasing risk of that gap in a world where customer voices can be amplified to an unprecedented degree. While the book doesn't distinguish the relative effects of projecting warmth in brands across industries, it does provide a strong fact set for marketers who want to better understand this dimension in their firm's own brand-shaping efforts. I've found it useful for this purpose myself in my work with clients, and recommend it to others facing a similar challenge.

I've always been fascinated by branding and the human brand as a title is something I've since long believed in in my work in communication, advocating to model the tone of voice on a key individual in the organisation. The Human Brand is based on research and has good insights, but sometimes becomes repetitive and has examples for each and every point the authors want to make. That can get tedious, even more so as all brands and companies mentioned are American and not necessarily known across the border. However, some good points made, some things seem a shoe in (but you would be surprised when you realize how common sense can get drowned in protocols and rules). One thing though: the first thing my manager said when I told her about the book is: 'But how can you make the impact of the effort measurable?''. It's in the book somewhere, but could be more prominent in the book.

The most compelling and simple model for service brands to follow. The brand strategy of the future built on our evolutionary shaped brains. Turning the threats and challenges of a connected world into opportunities.

The idea that brands need to address human engagement is an important and instructive concept in the digital world. Technology has taken further away from customers in many ways. Companies that consciously build human connections will have greater customer success. The examples, research and advice shared in this book should be mandatory reading for the modern manager.

Excellent reading and a must-have not only if you're in sales and marketing. Full of good examples and ideas, especially if you feel very comfortable with your competence :-)

Interesting, easy to read