Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements
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More About This Title Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements


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


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


Acknowledgments ix

Introduction xiii

Lesson 1: Movements Aren’t about the Product Conversation; They’re about the Passion Conversation 1

Lesson 2: Movements Start with the First Conversation 23

Lesson 3: Movements Have Inspirational Leadership 37

Lesson 4: Movements Have a Barrier of Entry 57

Lesson 5: Movements Empower People with Knowledge 69

Lesson 6: Movements Have Shared Ownership 91

Lesson 7: Movements Have Powerful Identities 107

Lesson 8: Movements Live Both Online and Off-Line 123

Lesson 9: Movements Make Advocates Feel Like Rock Stars 139

Lesson 10: Movements Get Results 153

Lesson 11: Your Turn 167

About the Authors 171

Index 175