Brains On Fire: Igniting Powerful, Sustainable, Word Of Mouth Movements 9780470614181 英文原版 下载 网盘 kindle mobi 115盘 pdf pdb rtf

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.

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

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.

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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 movement

Describes 10 lessons to master and create a powerful, sustainable

movement The Brains on Fire blog is consistently ranked in the top

100 of "AdAge"'s Power 150 Marketing Blogs

书籍介绍

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.