Phillips / Cordell / Church Brains on Fire

Igniting Powerful, Sustainable, Word of Mouth Movements
1. Auflage 2010
ISBN: 978-0-470-87226-0
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 224 Seiten, E-Book

Develop and harness a powerful, sustainable word-of-mouthmovement
How did the 360-year-old scissor company, Fiskars, double itsprofit in key markets just by realizing its customers had alreadyformed a community of avid scrapbookers? How is Best Buy planningto dominate the musical instruments market? By understanding theBrains on Fire model of tapping movements and stepping away fromthe old-school marketing "campaign" mentality.
Brains on Fire offers original, practical and actionable stepsfor creating a word-of-mouth movement for corporations, products,services, and organizations. It takes you step-by-step through thenecessary actions needed to start your own authentic movement.
* Develop and harness a powerful, sustainable, word-of-mouthmovement
* Describes 10 lessons to master and create a powerful,sustainable movement
* The Brains on Fire blog is often ranked in the top 100 ofAdAge's Power 150 Marketing Blogs

Autoren/Hrsg.

Phillips, Robbin

Cordell, Greg

Church, Geno

Jones, Spike

Inhaltsverzeichnis

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

Über Autor(innen)

Robbin Phillips, Greg Cordell, and Geno Church work together atthe word-of-mouth marketing and identity company Brains onFire.?Along with others on the Brains on Fire team, they evangelizearound the globe about embracing and elevating the passions of yourcustomers. They conduct speaking engagements, events, workshops,and blogs to help companies and organizations ignite movements.Unbridled by traditional marketing mindsets, they also practicewhat they preach, partnering with some of the most courageousclients on the planet.
Spike Jones is a writer and editor who gave the Brains on Firemessage one voice. You can find him at askspike.com.