Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements by Robbi

Description: Brains on Fire by Robbin Phillips, Greg Cordell, Geno Church, Spike Jones Brains on Fire offers original, practical and actionable steps for creating a word of mouth movement for corporations, products, services and organizations. It will take readers step-by-step through the necessary actions they need to start a movement of their own. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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. Develop and harness a powerful, sustainable, word-of-mouth movementDescribes 10 lessons to master and create a powerful, sustainable movementThe Brains on Fire blog is often ranked in the top 100 of AdAges Power 150 Marketing Blogs Back Cover Are you really surprised when you hear that people dont 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? Whats in it for them? Yet even as they resist "marketing," your customers are embracing causes and communities that have meaning for them. Empowered by new technologies, theyre speaking out, talking back, and spreading the word on what theyre 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 todays 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. Flap Are you really surprised when you hear that people dont 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? Whats in it for them? Yet even as they resist "marketing," your customers are embracing causes and communities that have meaning for them. Empowered by new technologies, theyre speaking out, talking back, and spreading the word on what theyre 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 todays 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. Author Biography 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 Acknowledgments ix Introduction xiii Lesson 1: Movements Arent about the Product Conversation; Theyre about the Passion Conversation 1 Lesson 2: Movements Start with the First Conversation 23 Lesson 3: Movements Have Inspirational Leadership 37 Lesson 4: Movements Have a Barrier of Entry 57 Lesson 5: Movements Empower People with Knowledge 69 Lesson 6: Movements Have Shared Ownership 91 Lesson 7: Movements Have Powerful Identities 107 Lesson 8: Movements Live Both Online and Off-Line 123 Lesson 9: Movements Make Advocates Feel Like Rock Stars 139 Lesson 10: Movements Get Results 153 Lesson 11: Your Turn 167 About the Authors 171 Index 175 Long Description PRAISE FOR BRAINS ON FIRE "Succeeds at doing what so many other business books attempt: it provides a recipe for how every company can succeed--but the secret isnt in the latest tools, online communities, or campaign tactics. Its 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 isnt 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 powerfulteam that speaks as one unit. This engagingbook is all about how that team works, including love, hard work, shared passion, with a constantfocus on the goal."--Douglas J.Greenlaw, former head of sales and promotional marketing, MTV Networks, New York Details ISBN0470614188 Year 2010 ISBN-10 0470614188 ISBN-13 9780470614181 Format Hardcover Subtitle Igniting Powerful, Sustainable, Word of Mouth Movements Short Title BRAINS ON FIRE Language English Media Book DEWEY 659.13 Pages 224 Edition 1st UK Release Date 2010-09-21 Publication Date 2010-09-21 AU Release Date 2010-09-21 NZ Release Date 2010-09-21 US Release Date 2010-09-21 Author Spike Jones Publisher John Wiley & Sons Inc Imprint John Wiley & Sons Inc Place of Publication New York Country of Publication United States Illustrations Photos: 45 B&W, 0 Color; Graphs: 1 B&W, 0 Color Audience General We've got this At The Nile, if you're looking for it, we've got it. 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