Building Your Brand’s Warmth and Competence

The Entrepreneur:

If you want more customers, you need to get warmer.

It turns out customers stereotype companies the way they stereotype people. We want a combination of warmth and competence from our brands, just like we do from the people around us.

Stereotyping exists in relationships, whether we like it or not. A review of the book, The Human Brand, on the website for the Association for Psychological Science, lays out how we are inclinded to view individuals, but also groups.

So it is with companies or product brands. The book’s authors, business consultant Chris Malone and social psychologist Susan Fiske, look at a Darwinian instinct of warmth of intent, or, more simply, whether people are viewed as wishing others bad or good.

Read the whole story: The Entrepreneur

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