Book Recommendation 
THE HUMAN BRAND

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 of intention. 

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. 

http://www.bookdepository.com/book/9781118611319/?a_aid=conduit