The Human Brand: How We Relate to People, Products, and Companies

Acknowledgments xi Introduction: Back to the Future 1 Why our immediate future so strongly resembles our distant past 1 Warmth and Competence 19 The two timeless judgments that drive our behavior toward others 2 The Loyalty Test 39 Why we expect companies and brands to commit to us first 3 The Principle of Worthy Intentions 61 The simple and reliable way to demonstrate warmth and competence 4 The Price of Progress 85 How faceless commerce leads to a focus on discounts 5 Take Us to Your Leader 105 What we learn from the people behind the things we buy 6 Show Your True Colors 127 Why mistakes and crises are a golden loyalty opportunity 7 The Relationship Renaissance 151 Navigating the road ahead Notes 169 About the Authors 185 Index 187