Book description
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another
People everywhere describe their relationships with brands in a deeply personal way-we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually…
Why read it?
1 author picked The Human Brand as one of their favorite books. Why do they recommend it?
I got to know Chris Malone when we both worked at Coca-Cola. I was impressed by his work and so was excited to read his and Fiske's book after it was published. What I like most is that Malone explores how we form personal relationships with brands, mirroring our own interactions with people. This concept echoes my personal beliefs, which was exciting to see.
I really connected with the way Malone and Fiske approached how warmth and competence play a big role in brand relationship building. And, if I pass it through the relationship lens, it makes sense why it…
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"I've poured through quite a few books about brands and this one definitely stood out. I viewed it as a business plan for one's brand. Pete does a nice job of breaking down the components that qualify a brand as having significance in the marketplace. An excellent read. Definitely worth…
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