Brains on Fire

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 "e;campaign"e; 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 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

Develop and harness a powerful, sustainable word-of-mouth movementHow 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 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

Acknowledgments ixIntroduction xiiiLesson 1: Movements Aren't about the Product Conversation; They're about the Passion Conversation 1Lesson 2: Movements Start with the First Conversation 23Lesson 3: Movements Have Inspirational Leadership 37Lesson 4: Movements Have a Barrier of Entry 57Lesson 5: Movements Empower People with Knowledge 69Lesson 6: Movements Have Shared Ownership 91Lesson 7: Movements Have Powerful Identities 107Lesson 8: Movements Live Both Online and Off-Line 123Lesson 9: Movements Make Advocates Feel Like Rock Stars 139Lesson 10: Movements Get Results 153Lesson 11: Your Turn 167About the Authors 171Index 175