How did the 360 year old scissor company, Fiskars, double its
profit in key markets just by realizing its customers already
formed a community of avid scrapbookers? How is Best Buy planning
to dominate the market of sales of musical instruments? 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 will take readers step-by-step
through the necessary actions they need to start a movement of
their own. "Brains on Fire" describes 10 lessons to master and
create a powerful, sustainable, word of mouth movement. These
lessons are: Movements are about the Passion Conversation. Not the
Product Conversation. Movements begin with the conversation.
Movements have inspirational leadership. Movements have a barrier
of entry. Movements empower people with knowledge. Movements have
shared ownership. Movements have powerful identities. Movements
live both online and offline. Movements make advocates feel like
rockstars. Movements get results.
關於作者：
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.
目錄：
Acknowledgments ix Introduction xiii Lesson 1: Movements Aren''t
about the Product Conversation; They''re 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
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