The HUMAN Brand Triumphs at Both Axiom Business Book and International Book Awards

The HUMAN Brand Triumphs at Both Axiom Business Book and International Book Awards

PHILADELPHIA, June 5, 2014 /PRNewswire/ The HUMAN Brand: How We Relate to People, Products, and Companies by customer loyalty expert Chris Malone and Princeton social psychologist Susan T. Fiske is the recipient of two book awards. A 2014 Silver Axiom Business Book award was presented to the authors for the Networking category at a reception in New York City. In addition, the authors were the winners of the 2014 International Book Award in the Business: Motivational category.

"We are honored to be recognized with these respected book awards," said Chris Malone, Founder and Managing Partner of Fidelum Partners. "The enthusiastic feedback we've received on The HUMAN Brand from readers and now the publishing industry is most gratifying."

"People relate to companies in some of the same ways we relate to other people, with love and hate and everything in between," said Princeton Professor Susan Fiske. "Readers readily grasp this insight and appreciate its implications for business and customer loyalty. These awards reflect that sentiment, and we are deeply grateful."

About The HUMAN Brand: How We Relate to People, Products & Companies

Drawing from extensive social perception research, as well as proprietary studies with over 5,000 American adults and over 45 leading brands, Malone and Fiske explain in their book why upstarts such as Honest Tea, Domino's, Lululemon, Zappos, and Chobani have surged in popularity while many traditionally dominant companies and brands have been flagging. Customers, as their research shows, choose companies and brands in the same way that they naturally perceive, judge, and behave toward one another on the basis of their warmth and competence. With this in mind, the authors detail just how market leading companies and brands are putting the best interests of customers ahead of their own to forge genuine, lasting and mutually beneficial relationships with them. The HUMAN Brand is an essential must-read for those who want a truly evolved understanding of how to earn loyalty and create lasting relationships with customers.