Brains on Fire: Igniting Powerful, Sustainable, Word of by Robbin Phillips

By Robbin Phillips

Boost and harness a robust, sustainable word-of-mouth circulation How did the 360-year-old scissor corporation, Fiskars, double its revenue in key markets simply by figuring out its clients had already shaped a neighborhood of avid scrapbookers? How is better purchase making plans to dominate the musical tools marketplace? by means of figuring out the Brains on hearth version of tapping pursuits and stepping clear of the old-school advertising "campaign" mentality. Brains on hearth deals unique, sensible and actionable steps for making a word-of-mouth move for companies, items, companies, and businesses. It takes you step by step throughout the important activities had to commence your personal genuine circulation. strengthen and harness a strong, sustainable, word-of-mouth flow Describes 10 classes to grasp and create a robust, sustainable stream The Brains on hearth web publication is frequently ranked within the best a hundred of AdAge's energy one hundred fifty advertising Blogs

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

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We wouldn’t, either. We all know that advertising adopts the push mentality; it’s pushing messages on all of us in an aggressive form of one-way communication. Throwing a party and expecting people to show up is the push mentality disguised in sheep’s clothing. MOVEMENTS ARE OTHERS TALKING ABOUT YOU Your company isn’t what you say it is or want it to be; it’s the stories that people tell about it. It’s what your customer’s friends, family, and neighbors say about you, based on what they heard from their friends, family, and neighbors.

Sure, sometimes we’re good enough to get it close, but in today’s hypercompetitive market, is close really good enough? REFRAME THE CONVERSATION We’ve already determined that to start a movement, you have to come to terms with the fact that it’s not about you. It never has been, and it never will be. So when you spend your advertising dollars talking about yourself, you are having a one-way conversation that you control (or at least have the illusion of control). Something that is vital to success in developing both identities and movements is the need to reframe the conversation.

Your customer’s success is your success, and your success is your customer’s. When you realize that, you start to think about how you can best work together instead of figuring out the most effective way to work against one another. You’re reframing the conversation in the most fundamental way. SO WHO INSIDE YOUR COMPANY SHOULD OWN THE MOVEMENT? There’s a constant debate going on inside companies about who should own the word-of-mouth practices, both inside and outside corporate walls. indd xxxi 7/10/10 5:31:15 PM INTRODUCTION more suited for it?

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