The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.

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

Capture their attention-and keep it! With the rise of digital media, you'd think it would be easier than ever to be heard. Yet, most messages fail to cut through the clutter. Consumers are overwhelmed. Ads alone aren't effective. And you can't just churn out content and connect on every social network. To stand out today, you need to start with your brand. Brand Now uncovers the new rules of branding in our complex and chaotic world. Written by the author of Get Scrappy, the digital marketing bible for business, this latest book explains how to build brands that resonate both online and off. The book helps you: Create a brand with meaning * Reinforce it with the right touchpoints * Hone your brand's unique story * Share it through engaging content * Cultivate a sense of community * Craft a coherent experience * Stand out with simplicity and transparency The world may be growing louder, but with Brand Now's big ideas and practical toolbox, you can break through the noise-and win a place in the hearts and minds of your customers.

When Business and Personal Values Collide “Defining moments” occur when managers face business decisions that trigger conflicts with their personal values. These moments test a person’s commitment to those values and ultimately shape their character. But these are also the decisions that can make or break a career. Is there a thoughtful, yet pragmatic, way to make the right choice? Bestselling author Joseph Badaracco shows how to approach these dilemmas using three case examples that, when taken together, represent the escalating responsibilities and personal tests managers face as they advance in their careers. The first story presents a young manager whose choice will affect him only as an individual; the second, a department head whose decision will influence his organization; the third, a corporate executive whose actions will have much larger, societal ramifications. To guide the decision-making process, the book draws on the insights of four philosophers—Aristotle, Machiavelli, Nietzsche, and James—who offer distinctly practical, rather than theoretical, advice. Defining Moments is the ultimate manager’s guide for resolving issues of conflicting responsibility in practical ways.

Please note: This is a companion version & not the original book. Sample Book Insights: #1 The path to mimicry, which is to attract people to your brand, seems to lead to dead ends. While it is easy to explain why Coke has achieved brand loyalty after over 100 years of consumer advertising and marketing support, it is difficult to explain how Starbucks has achieved similar consumer loyalty without any advertising. #2 The seven pieces of primal code that make up a brand are: the creation story, the creed, the icons, the rituals, the pagans, the sacred words, and the leader. Together, these pieces of code construct a belief system. #3 Believing is belonging. When you are able to create brands that people believe in, you also create groups of people who feel that they belong. This sense of community is at the center of psychologist Abraham Maslow’s hierarchy of human needs. #4 The seven pieces of code that make up a belief system are the creation story, the creed, the icons, the rituals, the pagans, or nonbelievers, the sacred words, and the leader. When products and services have all seven pieces of code, they become a part of our culture.

"Want to create a brand that will stand the test of time? Want to build a business that will last, one made to withstand the onslaught of competition, the whims of algorithmic changes, and the unscrupulous efforts of trolls and hackers? The key isn't the best technology, the diverse revenue stream, or the biggest marketing budget. The key is people. If you want to build a business and brand that can't be foiled, you need to cultivate aficionados who will sing your praises, have your back when things get tough, and buy everything you create. You need superfans"--Dust jacket flap

Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test—two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. And you'll see dozens of examples—the good, the bad, and the “so bad she gave them an award.” Alexandra Watkins is not afraid to name names.