From the Inside Flap
Are you really surprised when you hear that people don't trustmarketers? After all, who wants to be considered a "target," a"demographic," or just a faceless piece of "market share"? Whowants such a relationship? What's in it for them?
Yet even as they resist "marketing," your customers areembracing causes and communities that have meaning for them.Empowered by new technologies, they're speaking out, talking back,and spreading the word on what they're passionate about. Do youwant your business to inspire and benefit from that passion? Brainson Fire reveals how to ignite powerful, meaningful, sustainableword of mouth movements that are "win-win" for your customers andyour business.
Believing that the focus should be on people and not the shinynew tools and tactics du jour (like Facebook and Twitter), Brainson Fire gives you the keys to building long-term momentum bothonline and offline for your company, product, service, ororganization. Featuring ten lessons you can start building ontoday, it takes you step by step through lessons the authors havelearned on how to inspire excitement and engage the customers andother stakeholders who will advocate for you.
How did a 360-year-old company double its profits in key marketsjust by tapping into a community its customers had already formed?How does a major retailer plan to win as it moves into an entirelynew type of business? Real-life examples show you how today'scompanies win at word of mouth; all are discussed so you can easilyunderstand and apply the principles in your business.
What if "marketing" is really about connectingfinding thepeople who are looking for you and bringing greater value to theirlives? Brains on Fire gives you the tools to connect with andexcite your customers, launch authentic word of mouth movements,and produce exponential returns over the long term.
From the Back Cover
PRAISE FOR BRAINS ON FIRE
"Succeeds at doing what so many other business books attempt: itprovides a recipe for how every company can succeedbut thesecret isn't in the latest tools, online communities, or campaigntactics. It's about passion, humanization, and commonsense."Scott Monty, Head of Social Media, Ford MotorCompany
"Loaded with great advice from a team of people who haverepeatedly built successful movements . . . If you want to lead amovement, start with this book."Dan Heath, coauthor of Switchand Made to Stick
"Enter Brains on Fire. It isn't just a book or a company, it isa collection of real people, with souls and hearts and stories ableto offer real advice to anyone who wants to make a movement out ofwhat they do all day."Ellen McGirt, Senior Writer, FastCompany magazine
"Brains on Fire has the ability to assemble a powerful?team thatspeaks as one unit. This engaging?book is all about how that teamworks, including love, hard work, shared passion, with aconstant?focus on the goal."Douglas J.?Greenlaw, former headof sales and promotional marketing, MTV Networks, New York