Brand Humanity
"Social psychologists believe as much as 82 percent of our everyday social judgments can be predicted by our instant assessments of these two questions: What are the intentions of this other person toward me? How capable is this person of carrying out those intentions? Without realizing it, we apply such appraisals of warmth and competence in all our relationships, including those involving companies and brands. Warmth and competence defines what might be called 'The Human Brand' . . ."
A nice shorthand for thinking about why we trust some brands / companies and not others.
