Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements

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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 often ranked in the top 100 of AdAge's Power 150 Marketing Blogs
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About the author

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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Additional Information

Publisher
John Wiley & Sons
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Published on
Aug 5, 2010
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Pages
224
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ISBN
9780470872277
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Read Aloud
Available on Android devices
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Praise for THERE'S A CUSTOMER BORN EVERY MINUTE

"Joe Vitale has created an entertaining, educational, and motivational manual-with the help of P.T. Barnum-that belongs in every hotel room alongside the Bible. Then, guests might read his inspirational book first, and give thanks to God for this worthy discovery."
—Alan Abel, media hoaxer, author, consultantand lecturer on "Using Your Wits to Win"

"If you're going to excel in business, learning about a showman like Barnum and applying some of the lessons he taught can give you valuable insights. Joe Vitale has captured ten of these lessons (he calls them 'rings of power') and shows how you can apply them in a way that will open your eyes and stretch your imagination. There's a lot of money-making and fun wisdom here."
—Joseph Sugarman, Chairman, BluBlocker Corporation

"Finally someone does it!!! Joe Vitale reveals the REAL P.T. Barnum! Vitale highlights the outrageously astute marketing of Barnum. Barnum's driving belief certainly was that there IS a customer 'born' every minute. You will glean a number of useful 'new' marketing ideas that you can instantly use in your business. And you will learn about one of the savviest marketers of a time gone by. Fun, exciting, insightful, and packed with ideas! Genius!"
—Kevin Hogan, author of The Science of Influence and The Psychology of Persuasion

"I love this book. If you'd like to know the real story about one of the most fascinating characters in American history, told by a master storyteller (and the person who probably knows more about him than anyone else), read this book. Barnum is not the guy portrayed by the legend attached to his name. He is much, much more, and Vitale tells his story with the can't-put-it-down passion and excitement he's become so well known for."
—Bill Harris, President, Centerpointe Research Institute

Engage on a deeper level by disrupting the typical business development script

Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today’s purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition.

This path requires a reinvention of today’s dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company’s moral purpose.

When moral purpose is central to an organization’s core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real—not curated—connections with a brand’s moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand.

This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet.

Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together Learn the key steps to find your moral purpose

Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.

Apply software-inspired management concepts to accelerate modern marketing

In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large.

But you can turn that to your advantage. And you don't need to be technical to do it.

Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age.

Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline.

Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities

As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Ditch the failed sales tactics, fill your pipeline, and crush your number

Fanatical Prospecting gives salespeople, sales leaders, entrepreneurs, and executives a practical, eye-opening guide that clearly explains the why and how behind the most important activity in sales and business development—prospecting.

The brutal fact is the number one reason for failure in sales is an empty pipe and the root cause of an empty pipeline is the failure to consistently prospect. By ignoring the muscle of prospecting, many otherwise competent salespeople and sales organizations consistently underperform.

Step by step, Jeb Blount outlines his innovative approach to prospecting that works for real people, in the real world, with real prospects.

Learn how to keep the pipeline full of qualified opportunities and avoid debilitating sales slumps by leveraging a balanced prospecting methodology across multiple prospecting channels.

This book reveals the secrets, techniques, and tips of top earners. You’ll learn:

Why the 30-Day Rule is critical for keeping the pipeline full Why understanding the Law of Replacement is the key to avoiding sales slumps How to leverage the Law of Familiarity to reduce prospecting friction and avoid rejection The 5 C’s of Social Selling and how to use them to get prospects to call you How to use the simple 5 Step Telephone Framework to get more appointments fast How to double call backs with a powerful voice mail technique How to leverage the powerful 4 Step Email Prospecting Framework to create emails that compel prospects to respond How to get text working for you with the 7 Step Text Message Prospecting Framework And there is so much more!

Fanatical Prospecting is filled with the high-powered strategies, techniques, and tools you need to fill your pipeline with high quality opportunities.

In the most comprehensive book ever written about sales prospecting, Jeb Blount reveals the real secret to improving sales productivity and growing your income fast. You’ll gain the power to blow through resistance and objections, gain more appointments, start more sales conversations, and close more sales.

Break free from the fear and frustration that is holding you and your team back from effective and consistent prospecting. It's time to get off the feast or famine sales roller-coaster for good!

New York Times bestseller

What makes things popular?

If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
“I highly advise anyone who has an interest in life online to get this book, sit down, and take notes because you're going to want to hear what Brittany has to say.”
–Iskra Lawrence, Aerie Model and Instagram star (@iskra)

If you’ve ever scrolled through your Instagram feed and thought, I wear clothes, eat avocado toast and like sunsets, why can’t someone pay me to live my best life? this book is for you . . .

Every one of your favorite influencers started with zero followers and had to make a lot of mistakes to get where they are today—earning more money each year than their parents made in the last decade. But to become a top creator, you need to understand the strategies behind the Insta-ready lifestyle . . .

As nightlife blogger, then social media strategist, and now Senior Director of Influencer Strategy and Talent Partnerships at Hearst Magazines Digital Media, Brittany Hennessy has seen the role of influencers evolve and expand into something that few could have imagined when social media first emerged. She has unrivaled insight into where the branded content industry was, where it is, and where it's going. In this book she'll reveal how to:

*Build an audience and keep them engaged
*Package your brand and pitch your favorite companies
*Monetize your influence and figure out how much to charge

Plus tips on:

*Landing an agent
*Getting on the radar of your favorite sites
*Praising a brand without alienating their competitors

Whether you’re just starting out or you're ready for bigger campaigns, Hennessy guides you through core influencer principles. From creating content worth double tapping and using hashtags to get discovered, to understanding FTC rules and delivering metrics, she’ll show you how to elevate your profile, embrace your edge, and make money—all while doing what you love.
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