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Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements
Robbin Phillips, Spike Jones, Greg Cordell and Geno Church
LS Price: $16.95
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Format: Hardcover, 224pp.
Pub. Date: August 30, 2010
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Item No: 9780470614181
Description and Reviews
From The Publisher:
Develop and harness a powerful, sustainable word-of-mouth movement
How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model of tapping movements and stepping away from the old-school marketing "campaign" mentality.
Brains on Fire offers original, practical and actionable steps for creating a word-of-mouth movement for corporations, products, services, and organizations. It takes you step-by-step through the necessary actions needed to start your own authentic movement.
Are you really surprised when you hear that people don't trust marketers? After all, who wants to be considered a "target," a "demographic," or just a faceless piece of "market share"? Who wants such a relationship? What's in it for them?
- Develop and harness a powerful, sustainable, word-of-mouth movement
- Describes 10 lessons to master and create a powerful, sustainable movement
- The Brains on Fire blog is often ranked in the top 100 of AdAge's Power 150 Marketing Blogs
Yet even as they resist "marketing," your customers are embracing causes and communities that have meaning for them. Empowered by new technologies, they're speaking out, talking back, and spreading the word on what they're passionate about. Do you want your business to inspire and benefit from that passion? Brains on Fire reveals how to ignite powerful, meaningful, sustainable word of mouth movements that are "win-win" for your customers and your business.
Believing that the focus should be on people and not the shiny new tools and tactics du jour (like Facebook and Twitter), Brains on Fire gives you the keys to building long-term momentum both online and offline for your company, product, service, or organization. Featuring ten lessons you can start building on today, it takes you step by step through lessons the authors have learned on how to inspire excitement and engage the customers and other stakeholders who will advocate for you.
How did a 360-year-old company double its profits in key markets just by tapping into a community its customers had already formed? How does a major retailer plan to win as it moves into an entirely new type of business? Real-life examples show you how today's companies win at word of mouth; all are discussed so you can easily understand and apply the principles in your business.
What if "marketing" is really about connecting—finding the people who are looking for you and bringing greater value to their lives? Brains on Fire gives you the tools to connect with and excite your customers, launch authentic word of mouth movements, and produce exponential returns over the long term.
"Succeeds at doing what so many other business books attempt: it provides a recipe for how every company can succeed—but the secret isn't in the latest tools, online communities, or campaign tactics. It's about passion, humanization, and common sense."
—Scott Monty, Head of Social Media, Ford Motor Company
"Loaded with great advice from a team of people who have repeatedly built successful movements . . . If you want to lead a movement, start with this book."
—Dan Heath, coauthor of Switch and Made to Stick
"Enter Brains on Fire. It isn't just a book or a company, it is a collection of real people, with souls and hearts and stories able to offer real advice to anyone who wants to make a movement out of what they do all day."
—Ellen McGirt, Senior Writer, Fast Company magazine
"Brains on Fire has the ability to assemble a powerful?team that speaks as one unit. This engaging book is all about how that team works, including love, hard work, shared passion, with a constant focus on the goal."
—Douglas J.Greenlaw, former head of sales and promotional marketing, MTV Networks, New York
Send us your favorite quotes or passages from this book.
About the Authors
Robbin Phillips, Greg Cordell, and Geno Church work together at the word-of-mouth marketing and identity company Brains on Fire.?Along with others on the Brains on Fire team, they evangelize around the globe about embracing and elevating the passions of your customers. They conduct speaking engagements, events, workshops, and blogs to help companies and organizations ignite movements. Unbridled by traditional marketing mindsets, they also practice what they preach, partnering with some of the most courageous clients on the planet.
Spike Jones is a writer and editor who gave the Brains on Fire message one voice. You can find him at askspike.com.
Table of Contents
|Lesson 1: Movements aren't about the Product Conversation. They're about the Passion Conversation|
|Lesson 2: Movements start with the first conversation|
|Lesson 3: Movements have inspirational leadership|
|Lesson 4: Movements have a Barrier of Entry|
|Lesson 5: Movements empower people with knowledge|
|Lesson 6: Movements have shared ownership|
|Lesson 7: Movements have powerful identities|
|Lesson 8: Movements live both Online and Offline|
|Lesson 9: Movements make advocates feel like rock stars|
|Lesson 10: Movements get results|
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