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Brains on Fire for Corp Identity


It finally arrived, the brown package that Iíd been waiting for even dreaming about. It contained my hard cover copy of Brains on Fire Igniting Powerful Sustainable Word of Mouth Movements. Itís a corporate identity book that discusses the difference between a campaign and a movement. Iím not that big on campaigns and I love movements.

Have you ever wondered how a movement gets started? Do you ever wonder how creating a movement with your brand can set you apart from the competition? Brains on Fire takes regular companies, places a stethoscope at the heart of the business and listens for this: PASSION. Find the passion and you find a potential movement within your business or organization.


Brains on Fire is about the conversations, connections and interactions that you have with your customers. From Brains on Fire, youíll be inspired to set any dead weight that you have on fire. Then I think youíll want to light a fire in those around you and create a new business identity.

According to the authors, campaigns have a start and finish. Movements live well beyond those who start them and they pick up a lot of supporters along the way. Where is the passion in your business? Do you have what it takes to start a movement? What is your passionate story? Whoís the cheerleader in your organization? It may not be who you think. Your passionate leaders may be in unexpected places doing ordinary jobs. They may not come up with ideas but they can make them happen because they care.

Whatís powerful about this book is that it can be a game changer for your business. In a time when many are struggling to hold the business together, you can shake yours up a little by discovering the heart of your company message. In the book you'll read about how a scissor company created a movement. Yes, scissors.


Campaigns are limited, movements are limitless. Take a look at your brand identity does it say what you want it to say? If not, Brains on Fire may give you a few clues on how you can make a change.

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