{"id":3978,"date":"2020-02-24T13:09:28","date_gmt":"2020-02-24T13:09:28","guid":{"rendered":"https:\/\/brandgenetics.preview.uk.com\/?p=3978"},"modified":"2020-02-28T10:39:03","modified_gmt":"2020-02-28T10:39:03","slug":"speed-summary-the-human-brand","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/speed-summary-the-human-brand\/","title":{"rendered":"Speed Summary: The Human Brand"},"content":{"rendered":"<ul>\n<li><a href=\"https:\/\/www.amazon.co.uk\/Human-Brand-Relate-Products-Companies\/dp\/1118611314\">The Human Brand<\/a><\/li>\n<li>Author: Chris Malone and Susan T. Fiske<\/li>\n<li>Publisher: John Wiley &amp; Sons<\/li>\n<li>Publication: (2013)<\/li>\n<\/ul>\n<p>As humans, we have an innate tendency to make rapid judgements of other people. Based on what we see and know, we consciously (and subconsciously) make judgements and shift our behaviour accordingly.<\/p>\n<p>But what about when it comes to companies and brands? Or even products for that matter?<\/p>\n<p><strong>That\u2019s the question that marketing consultant Chris Malone and social psychologist Susan T. Fiske set out to address in The Human Brand.<\/strong><\/p>\n<p>According to their work, \u2018we relate to companies, brands, and products in the same way that we naturally perceive, judge, and behave toward one another\u2019: using the two social perception domains from social psychology, warmth and competence.<\/p>\n<p>After first explaining warmth and competence domains in detail, they go on to show how companies that are perceived as both warm and competent experience the greatest success \u2013 not only do consumers view them more positively on average, but they exhibit more loyalty towards them and their products. They further argue that the world of brands and businesses is moving from one focused purely on one-way marketing \u2013 the \u2018Middle Ages of Marketing\u2019 \u2013 to two-way relationships \u2013 what they\u2019ve termed the \u2018Relationship Renaissance.\u2019 Finally, they leave readers with three key takeaways for how best to navigate \u2013 and succeed \u2013 in the Relationship Renaissance.<\/p>\n<h3><strong>Warmth and competence<\/strong><\/h3>\n<p><strong>Warmth<\/strong> is defined as a measure of \u2018<strong>worthy intentions<\/strong>,\u2019 i.e. how worthy (or unworthy) the intentions of other people are towards you. Perceived warmth traits include: warm, friendly, likeable, trustworthy, honest, and sincere.<\/p>\n<p><strong>Competence<\/strong> is defined as a measure of the <strong>ability<\/strong> to carry out those intentions, i.e. how capable someone is of carrying out those intentions. Perceived competence traits include: capable, intelligent, and skilled.<\/p>\n<p>When combined together, warmth and competence perceptions \u2018reflect distinctive sets of emotions and behavioural responses. Each combined pattern of warmth and competence perceptions leads to a predictable set of human emotions, and those emotions stimulate a predictable pattern of behaviour\u2019:<\/p>\n<table style=\"height: 470px;\" width=\"725\">\n<tbody>\n<tr>\n<td width=\"114\"><strong>Warmth Assessment<\/strong><\/td>\n<td width=\"73\"><strong>\u00a0<\/strong><\/td>\n<td width=\"106\"><strong>Competency Assessment<\/strong><\/td>\n<td width=\"69\"><strong>\u00a0<\/strong><\/td>\n<td width=\"100\"><strong>Emotional Response<\/strong><\/td>\n<td width=\"69\"><strong>\u00a0<\/strong><\/td>\n<td width=\"69\"><strong>Behavioural Response<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"114\">Warm<\/td>\n<td width=\"73\">+<\/td>\n<td width=\"106\">Competent<\/td>\n<td width=\"69\">&gt;<\/td>\n<td width=\"100\">Admiration, Pride<\/td>\n<td width=\"69\">&gt;<\/td>\n<td width=\"69\">Attraction, Affiliation, Alliance<\/td>\n<\/tr>\n<tr>\n<td width=\"114\">Cold<\/td>\n<td width=\"73\">+<\/td>\n<td width=\"106\">Competent<\/td>\n<td width=\"69\">&gt;<\/td>\n<td width=\"100\">Envy, Jealousy<\/td>\n<td width=\"69\">&gt;<\/td>\n<td width=\"69\">Obligation Association, Potential Sabotage<\/td>\n<\/tr>\n<tr>\n<td width=\"114\">Warm<\/td>\n<td width=\"73\">+<\/td>\n<td width=\"106\">Incompetent<\/td>\n<td width=\"69\">&gt;<\/td>\n<td width=\"100\">Sympathy, Pity<\/td>\n<td width=\"69\">&gt;<\/td>\n<td width=\"69\">Patronizing Help, Social Neglect<\/td>\n<\/tr>\n<tr>\n<td width=\"114\">Cold<\/td>\n<td width=\"73\">+<\/td>\n<td width=\"106\">Incompetent<\/td>\n<td width=\"69\">&gt;<\/td>\n<td width=\"100\">Contempt, Disgust<\/td>\n<td width=\"69\">&gt;<\/td>\n<td width=\"69\">Rejection, Avoidance<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>These perceptions apply not only to people but to brands and companies as well, influencing how we feel and behave towards them:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3983 aligncenter\" src=\"https:\/\/brandgenetics.preview.uk.com\/wp-content\/uploads\/2020\/02\/WhatsApp-Image-2020-02-21-at-5.35.28-PM-300x255.jpeg\" alt=\"\" width=\"544\" height=\"462\" srcset=\"https:\/\/brandgenetics.com\/wp-content\/uploads\/2020\/02\/WhatsApp-Image-2020-02-21-at-5.35.28-PM-300x255.jpeg 300w, https:\/\/brandgenetics.com\/wp-content\/uploads\/2020\/02\/WhatsApp-Image-2020-02-21-at-5.35.28-PM-1024x869.jpeg 1024w, https:\/\/brandgenetics.com\/wp-content\/uploads\/2020\/02\/WhatsApp-Image-2020-02-21-at-5.35.28-PM-768x652.jpeg 768w, https:\/\/brandgenetics.com\/wp-content\/uploads\/2020\/02\/WhatsApp-Image-2020-02-21-at-5.35.28-PM-124x105.jpeg 124w, https:\/\/brandgenetics.com\/wp-content\/uploads\/2020\/02\/WhatsApp-Image-2020-02-21-at-5.35.28-PM-424x360.jpeg 424w, https:\/\/brandgenetics.com\/wp-content\/uploads\/2020\/02\/WhatsApp-Image-2020-02-21-at-5.35.28-PM-800x679.jpeg 800w, https:\/\/brandgenetics.com\/wp-content\/uploads\/2020\/02\/WhatsApp-Image-2020-02-21-at-5.35.28-PM-71x60.jpeg 71w, https:\/\/brandgenetics.com\/wp-content\/uploads\/2020\/02\/WhatsApp-Image-2020-02-21-at-5.35.28-PM.jpeg 1272w\" sizes=\"auto, (max-width: 544px) 100vw, 544px\" \/><\/p>\n<p><em>\u201cCompanies and brands win our affiliation and loyalty just as real people do, by worthy intentions and capability, through warmth and competence.\u201d <\/em><\/p>\n<h3><strong>The Shift<\/strong><\/h3>\n<p>So why does this ultimately matter?<\/p>\n<p>Malone and Fiske posit that the world of brands and products has transitioned from the <strong>\u2018Middle Ages of Marketing\u2019<\/strong> &#8212; where marketing grew in response to the change from goods made from \u2018known hands\u2019 to \u2018unknown hands\u2019 of mass production, in order to engender and replace the trust that was lost \u2013 to now a <strong>\u2018Relationship Renaissance\u2019<\/strong> &#8212; where, with the rise of technology and access to information, \u201ccustomers have near-instantaneous power to pass judgment on how companies and brands conduct themselves in public,\u201d a power that \u201cwill continue to grow for decades to come.\u201d This means that companies and brands need to be cognizant of how they are perceived within warmth and competence domains if they want to be successful.<\/p>\n<p>And this is not merely hypothetical \u2013 Malone\u2019s and Fiske\u2019s research has shown that <strong>people are more loyal to those brands and business they perceive as warm and competent \u2013 so these new relationships have the potential to drive consumer loyalty and engagement.<\/strong><\/p>\n<h3><strong>How to Succeed in the Relationship Renaissance<\/strong><\/h3>\n<p>The three steps for succeeding in the Relationship Renaissance:<\/p>\n<p><strong><u>Step 1: Become more self-aware, by <\/u>soliciting open and honest feedback <\/strong><\/p>\n<p>You may think you know how people feel about you and your business, but it is only by asking your customers and non-customers that you will learn the truth.<strong><u>\u00a0<\/u><\/strong><\/p>\n<p><strong><u>Step 2: Embrace significant change, <\/u>that comes as result of what you\u2019ve learned in step 1<\/strong><\/p>\n<p>We expect to be able to communicate with companies and we expect them to listen \u2013 this two-way communication is the basis for any relationship. Sometimes <strong>your harshest critics can become your most loyal fans,<\/strong> if they feel they\u2019ve been heard and more importantly <em>listened<\/em> to.<\/p>\n<p><strong><u>Step 3: Fundamentally shift priorities <\/u>to ensure lasting impact<\/strong><\/p>\n<p>In order to drive change that lasts, companies will need to undergo \u201ca sincere examination and adjustment of the goals and priorities that led [them] astray in the first place\u201d \u2013 shifting from \u201can excessive focus on short-term shareholder value\u201d to a long-term \u201cbalanced approach that creates shared value for multiple stakeholders,\u201d from shareholders to customers to employees.<\/p>\n<p>Ultimately, brands and businesses need to not only become more self-aware and mindful of their customers\u2019 warmth and competence perceptions but <strong>adapt<\/strong> <strong>accordingly<\/strong> \u2014 in order to foster and maintain more honest, human relationships.<\/p>\n<h3><strong>The Brand Genetics Take<\/strong><\/h3>\n<p>At Brand Genetics, we believe that the future is human. Therefore The Human Brand held obvious appeal to our fundamental philosophy and methodologies. While not everything in the book is directly transferable, there is certainly a lot from The Human Brand that is worth considering and adopting: the framework and language around warmth and competence domains for one; the notion that <strong>your brand is your people<\/strong> (from the bottom all the way to the top) and that brand relationships are like relationships with people (with research to prove it); \u2018humanness\u2019 is about warmth, dialogue, and being fallible; and finally the three steps for how to succeed in the Relationship Renaissance that is upon us. Overall, definitely a worthwhile read, whether you\u2019re in the industry or not.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Human Brand Author: Chris Malone and Susan T. Fiske Publisher: John Wiley &amp; Sons Publication: (2013) As humans, we have an innate tendency to make rapid judgements of other people. Based on what we see and know, we consciously (and subconsciously) make judgements and shift our behaviour accordingly. But what about when it comes [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":3979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-3978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Speed Summary: The Human Brand - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/speed-summary-the-human-brand\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Speed Summary: The Human Brand - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"The Human Brand Author: Chris Malone and Susan T. 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