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. The human brand how we relate to people products and companies kindle edition by chris malone susan t fiske download it once and read it on your kindle device pc phones or tablets use features like bookmarks note taking and highlighting while reading the human brand how we relate to people products and companies. 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. Companies and brands have the same capacity to stir up these hard wired primal passions as people do and we engage with them on the same basis we experience feelings of affection and admiration for companies and brands that treat us well and we feel insult or even rage when we believe that one of those companies has given us poor service or cheated us . The human brand how we relate to people products and companies this 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
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