Recognized Customer
Loyalty Expertise

Trusted media outlets seek our advice.

Learn More

Partnership & Event Marketing

Are you getting all the results you deserve?

Learn More

Sales & Marketing

What growth challenge can we help you overcome?

Learn More

Research & Insights

What burning questions are keeping
you awake at night?

Learn More

Customer Loyalty

Learn the surprising way we relate to people, companies and brands from the first chapter of our new book.

About Fidelum Partners

Fidelum Partners is a research-based consulting and professional services firm focused on customer insights, loyalty and growth strategies that help our clients achieve sustained performance. We take pride in carefully building lasting relationships with our clients and keep their best interests at the forefront of everything we do.

Our Story

Fidelum Partners was founded by Chris Malone in March 2010 as the Advisory Services practice of The Relational Capital Group. In September 2013, we became a stand-alone firm to better reflect our broadening range of research-based consulting and professional services.


In Latin, the word Fidelum is the plural of fidelity. So literally translated, our name is intended to mean “We Faithful Partners” and refers to the loyal relationships we build with our clients, as well as the strong commitment we have to one another as colleagues. As it turns out, this name also has its roots in The Malone family history. While researching his Irish ancestors in the mid-1990s, Chris learned that for hundreds of years the Malone family motto has been Fidelis ad Urnam, which means Faithful Until the Tomb. It was this sentiment and aspiration that compelled us to become Fidelum Partners.

By design, we are a firm that has fewer clients with whom we have broader relationships that involve multiple projects and services during the course of each year. We are honored that they turn to us with their most difficult problems and challenges, whether following a difficult earnings call, to develop an ambitious new growth strategy or to navigate a thorny issue within their leadership team. We are loyal and committed to them before all else, and they tend to work with us across multiple roles and companies during their career journey.

Perhaps we are just a bit “old-school”, but we are more interested in making a difference than making a fortune — though we expect that a fortune may follow if we succeed at making a difference for our clients first.

Leadership Team

Our firm is comprised of accomplished business executives that have held senior management roles in Fortune 500 companies. We have walked in the shoes of our clients and know how to get things implemented successfully in complex business environments.

Our Services

We provide services in six core practice areas, leveraging our experience as accomplished business executives in sales, marketing, research and talent management at Fortune 500 companies.

service icon

Customer Research & Insights

Fidelum Partners – Customer Research & Insights

Our penetrating customer research and insights have helped clients in a broad range of industries untangle and overcome their most difficult growth challenges. In fact, our award winning warmth & competence customer loyalty framework has been reported on by major news outlets and published in peer-reviewed academic journals, literally reshaping conventional wisdom on how customers relate to companies and brands. What customer questions are keeping you awake at night?

service icon

Sales & Marketing Strategy

Fidelum Partners – Sales & Marketing Strategy

ALL of our Principals are experienced sales and marketing executives that have successfully led growth initiatives at Fortune 500 companies.  Sorry, no career consultants available here – just passionate professionals who know how to get things done and deliver results in large organizations. Our clients work with us as trusted confidants who help them navigate high pressure environments, intensely competitive markets and rapidly evolving customer expectations. What growth challenge can we help you overcome?

service icon

Talent Recruitment & Development

Fidelum Partners – Talent Recruitment & Development

Even the world’s best insights, strategies and plans can’t be executed without the right talent and expertise on your team. After several of our clients turned to us for advice on how to expand and strengthen their teams, it became obvious that a Talent Recruitment & Development practice would help broaden and deepen our client relationships. What critical talent is missing from your team?

Talent Recruitment Services

  • Executive Search
  • Recruitment Project Management
  • Leadership & Candidate Assessments
  • Personal Career Coaching
  • Individualized Job Search Support
  • Interim HR Support

service icon

Strategic Planning

Fidelum Partners – Strategic Planning

Sustained business performance isn’t achieved through luck or improvisation. Rather it’s the result of thoughtful planning and diligent execution. Our knowledge, skill and experience at analyzing markets, identifying opportunities and developing detailed plans to address them match those of big name consulting firms, but without the seven figure price tag. Our Practice Leader, Steve McMahon, has led major planning initiatives at Coca-Cola, Cinnabon, Aspen Dental and many other major companies. What could you accomplish if you had the business case and buy-in to execute a multi-year plan?

service icon

Partnership & Event Marketing

Fidelum Marketing – Partnership & Event Marketing Programs

An effective partnership with an organization or event is no longer about eyeballs, impressions, or awareness, but rather lasting emotional connections and customer relationships. We help clients get the most from their partnership and event marketing investments by leveraging them in ways that lead to tangible business growth, not just image enhancements. Our Partnership Practice Leader, Donald Crawford, is a twenty-five year veteran at managing sports and entertainment partnerships, with experience at Choice Hotels, Verizon and his own sports management firm.  Are you getting all the results you deserve from your partnership and event marketing programs?

Partnership & Event Services

  • Sports & Entertainment Partnership Strategy
  • Partnership & Property Valuation
  • Partnership & Property Activation
  • Partnership Marketing
  • Event Marketing & Management
  • Contract Negotiation
  • Property Identification & Evaluation
  • Corporate Hospitality

service icon

Public Speaking

Fidelum Partners – Public Speaking

Drawing on his experience as an accomplished sales and marketing leader at some of the world’s most successful companies, Chris Malone has a unique ability to enlighten, entertain and inspire audiences with powerful customer loyalty insights, success stories and ideas that will change the way you see the world around you.

His new book, The HUMAN Brand, offers compelling evidence that the traditional rules of business are fundamentally at odds with the natural triggers of human trust. How could your team or audience benefit from a fresh perspective on customer loyalty in the digital age?  Book Chris to Speak

Speaking Thumbnail

Upcoming Speaking Engagements

Chris will be speaking to a wide variety of audiences over the coming months. Take a look to see where and when he may be appearing at a venue near you.

Previous Speaking Engagements

Chris has enlightened and entertained audiences of all sizes in the past few years. Here is just a sampling of the events he's spoken at.

Speaking Press Kit

Download Speaking Press Kit

Speaking Testimonials

These reviews from Chris's previous speaking events are typical of the positive feedback he get's from event planners.

Our Critically Acclaimed Book

After three years of research on over 45 companies and brands, our ground-breaking customer loyalty insights was published in an award-winning book entitled The HUMAN Brand in October 2013. Check out what some of America’s leading business thinkers and executives are saying about it.

Success Stories Report

The Loyalty Post is our bi-monthly success stories report focused on customer and employee loyalty success stories, insights and ideas.

The HUMAN Brand

How we Relate to People, Products, and Companies

About the Book

People everywhere describe their relationships with brands of all kinds in deeply personal ways—we hate our banks, love our smartphones, and think the cable company is out to get us. What’s actually going on in our brains when we make these judgments?

Through their original research, customer loyalty expert Chris Malone and social psychologist Susan Fiske show that we relate to companies, brands, and even inanimate products in the same way that we naturally perceive, judge, and behave toward one another.

Early humans developed a kind of genius for making two specific kinds of quick judgments: What are the intentions of other people toward me? And how capable are they of carrying out those intentions? Social psychologists call these two categories of perception warmth and competence, and they drive most of our emotions and behavior toward other people—and in today’s modern world, toward businesses too. As a result, we become devoted to certain companies, brands, even products, but we also have high expectations for loyalty from them in return.

Having evaluated over 45 companies across 10 separate studies, Malone and Fiske offer in-depth analyses of companies such as Johnson & Johnson, Hershey’s, Domino’s, Lululemon, Zappos, Amazon, Chobani, and Sprint, showing how they manage to achieve success and sustain it—even recovering from major missteps—by forging genuine relationships with customers.

The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.

About the Authors


Chris Malone

Philadelphia, PA

Chris Malone is a consultant and keynote speaker who helps clients achieve sustained business growth and performance. He has worked with hundreds of senior executives in organizations ranging from Fortune 500 companies to start-ups and non-profits. Chris has over twenty years of sales, marketing, consulting, and organizational leadership experience, and a track record of driving growth and profitability.

He was chief marketing officer at Choice Hotels International and senior vice president of marketing at ARAMARK Corporation, and has held senior marketing and sales positions at leading organizations including the Coca-Cola Company, the National Basketball Association, and Procter & Gamble.


Susan T. Fiske

Princeton, NJ

Susan T. Fiske is Eugene Higgins Professor, Psychology and Public Affairs, at Princeton University. She investigates social cognition—especially groups’ images and the emotions they create—at cultural, interpersonal, and neuroscientific levels. She is author of over three hundred publications and winner of numerous scientific awards, including election to the National Academy of Science. Sponsored by a Guggenheim, her 2011 Russell-Sage-Foundation book is Envy Up, Scorn Down.

What Others are Saying

“ The Human Brand is a brilliant synthesis of psychological science and marketing wisdom. Engaging, insightful, and deeply original, an essential book for every business reader. ” Daniel Gilbert, bestselling author of Stumbling On Happiness and Edgar Pierce Professor of Psychology
“ How do we earn the lasting loyalty of others? Chris & Susan provide some fundamental, yet powerful insights into building relationships that matter. They challenge us to ‘come out from behind the curtain’ and to lead with courage, conviction and heart. Never before has the humanization of brands and leadership been so vital to success. ” Jay Gould, President & Chief Executive Officer
“ The Human Brand is a must read for those who want a truly evolved understanding of how to earn loyalty and create lasting relationships with customers. It's a timely look at how modern corporations hold onto customers... and how we drive them away. ” Beth Comstock, Chief Marketing Office
“ This insightful book explains in simple terms why trust is at the heart of every healthy relationship, not just between people, but between companies and their customers. It will cause you to completely rethink your current approach to customer relationships, and that’s a good thing. ” Tom Long, Chief Executive Officer
“ Malone and Fiske offer compelling new evidence on the dangers of excess focus on short-term shareholder value. Their anecdote-rich book is helpful for any business concerned with how to retain customer loyalty and trust in these complex times. ” Dr. Noreena Hertz, Economist and bestselling author of EYES WIDE OPEN: How to Make Smart Decisions in a Confusing World
“ In all the noise and all the confusion, these insights on what really matters for corporations to maintain true customer loyalty are invaluable. " John Williams, President & Chief Executive Office
“ This book offers truly ground-breaking insights on the psychology of customer choice and loyalty. It challenges us to rethink what really matters to our customers and what it takes to build strong and authentic relationships with them. ” Ann Muhkerjee, Chief Marketing Officer
“ Chris Malone has a unique talent for uncovering customer insights that challenge conventional wisdom and uncover new growth opportunities. In The Human Brand, he and Susan Fiske offer a new way to understand brands that can be used to deliver more memorable customer experiences that drive profitable growth. ” Ravi Saligram, President and Chief Executive Officer
“ Today’s technology makes it appear as if marketing has become more complex. In fact, it hasn’t – especially for those brands who think and act like ‘the shop on the corner.’ People’s connection to what they buy, and who they buy it from, is what’s important. That’s been the same for generations. The challenge is in making large brands appear ‘small.’ The Human Brand cuts through the complexities of ‘marketing local’ in the digital age to tell the simple truth: connections are key. ” Patrick Doyle, President & Chief Executive Officer
“ Susan Fiske’s renowned work on warmth and competence explains how we unconsciously judge people and companies. The Human Brand is a must-read for anyone with an interest why we make the choices we do. ” Jennifer Aaker, coauthor, The Dragonfly Effect, and Professor
“ By re-focusing us on the primal foundations of survival, The Human Brand takes a major, comprehensive step towards understanding the real drivers of commercial success. If you care about what ignites, engages and sustains deep, strong relationships with your brand and company, read this book. ” Susan Fournier, coauthor, Consumer-Brand Relationships, and Professor
“ The insights detailed in this book have completely reshaped our thinking and approach to building lasting alumni relationships and financial support. Our resurgent alumni results in both areas are a testament to the timely and timeless value of warmth, competence and worthy intentions. ” Dr. Daniel J. Curran, President
“ The important insights in The Human Brand help explain why B Corporations are able to attract the best talent and the most evangelical customers, and why they deliver lasting benefits to our society and to shareholders. ” Jay Coen Gilbert, Co-Founder

News & Views

We have been fortunate to have our insights and work appear in variety of media outlets. We are pleased to share these and other articles we find relevant and useful with you.

Read More

White Papers

You may also find these more detailed white papers and reports on our areas of expertise interesting and helpful as well.

Contact Us

* required

Services Most Interested In:

Attach Resume & Cover Letter

Type the characters you see in the image below