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-mouthmovementDescribes 10 lessons to master and create a powerful,sustainable movementThe Brains on Fire blog is often ranked in the top 100 ofAdAge's Power 150 Marketing Blogs
If you think you are in the marketing business, think again.You’re in the people business, and The PassionConversation teaches you how to get people to fall passionatelyand madly in love with your organization or cause.
The author’s mash-up of the latest in wonky academicresearch with practical, real-world stories shows how any businesscan spark and sustain word of mouth marketing. Readers learn howloving your customers results in not just building a thrivingcommunity, but also driving meaningful conversations, ultimatelyimpacting the financial success of a business.
The Passion Conversation will change your perspective onmarketing by:Explaining the three motivations for people to talk aboutbusinesses and causesDetailing how every marketing problem is a people problem indisguiseGiving heartfelt evidence that marketing materials are nowconversation toolsShowing how customer communities sustain word of mouth whilealso sparking financial impactHelping your business apply these marketing lessons through aseries of workbook exercises called "Passion Explorations"
The time is now for marketers and businesses to go beyond theproduct conversation to understanding, sparking and sustaining thepassion conversation for why your business is in business.