Brains on Fire: shushing the creative inner critic

What comes to mind when you think of the word …marketing?

Perhaps a dude in a suit hovers before your mind’s eye, or the mob of flashing web banners and Twitter headlines?

Whatever you thought of, probably you didn’t think of art.

Yet the 2010 book Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements by the self-titled marketing company, challenges the idea that marketing lacks artistry. I’m not talking about PowerPoints by art majors or ad taglines penned by disillusioned writers. I mean art for art’s sake.

To be fair, Brains on Fire is a marketing book – and an innovative one, at that. The authors recommend that we kill slogans and campaigns. Instead, they teach how to grow organizations in a meaningful, organic way by engaging the communities around. And they use the word “passion” a lot. Continue reading