Of all the books I have read, there have not been many that have aligned so closely to my values than this book.
Authored by Susan Fiske ( A social psychologist from Princeton University) and Chris Malone ( a customer loyalty expert from Fidelum
Partners ), the book aims to show how relating to brand is similar to how we relate to each other - using a metric of competence and warmth
They both cleverly weave case studies of how major brands "dance" with customer perception through inevitably choosing to connect
in a very vulnerable and yet postured way.
Get it. Read it. Build it in to your business.