In today’s world, creating a movement is much more powerful than creating a marketing strategy or campaign.
In Brains on Fire, you’ll learn the difference between a movement and a marketing strategy, and why sometimes it’s better to create HARDER for people to join the movement.
I love this book because it made me think differently about our marketing, and I think it can do the same for you.
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
Here’s a quote from the summary:
One of the best ways to create a barrier to entry is to only allow a person to join through another member of the community. The Jehovah’s Witness organization is incredible at this. As you might know, when you are visited by their recruiters, they always show up in pairs of two. The second time they come, there will be one person you know, and another that wasn’t there the first time. They repeat this process 4 times so that by the time you are officially in the community, you know at least 4 people. Are you likely to come back if you already know some people in the movement? Of course you are.
You can read a summary of this book here today (you’ll need to create a free account first): http://readitfor.me/31077