Baked In: Creating Products and Businesses That Market Themselves

(Paperback)

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Description

Brands must build a new relationship with their customers and the culture they participate in. The old rule was to create safe, ordinary products and combine them with mass marketing. The new rule: create truly innovative products and build the marketing right into them. Today, it's within the product itself that a brand has the most leverage with consumers. So where should companies start They must take their brands back to their foundations and realize that the message is not the product, but that the product is the message. Authors Alex Bogusky and John Winsor have worked with some of the most important brands in today's marketplace, including American Express, Best Buy, Burger King, Coca-Cola, Google, Nike, Microsoft, Patagonia, and Toyota, utilizing the tools they discuss in this book. Writing in a swift, irreverent style, Bogusky and Winsor make readers feel like they are getting a front-row seat at a top-level marketing strategy session.

Reviews

"Alex Bogusky and John Winsor are callign for a new holy alliance in the crusade to make business more innovative and the world a more interesting place. Baked In challenges us to break down the silos between design and marketing and invite everybody in. It gives us a peek into a future where as consumers, designers and marketers we all get our hands dirty in the messy, creative process of making new products and markets."- Tim Brown, CEO of IDEO

"As cogent and inspiring a plan for the future of marketing and advertising as you could hope for--from two of the leading practitioners of the age. Read it now, before everyone else has."- Mark Earls, Author, Herd and Welcome to the Creative Age

"Everything's changing. The Old Order is no more. Welcome to The Participation Economy. Welcome to the unreasonable power of Creativity. Welcome to Baked In."- Kevin Roberts, Saatchi & Saatchi Worldwide, CEO. Author, Lovemarks.

"If you want to understand the future of marketing, advertising and product design, start here. Baked In provides essential insights from two of the hottest minds in marketing today."- Chris Anderson, Author, Free and The Long Tail.

"This book hit me like all great ideas hit me: it's profound, but also so simple I wonder why someone hasn't already expressed the idea. Alex and John--two ad guys--make the case that marketing and advertising as we have known it is obsolete."- Brian Dunn, CEO Best Buy

"With Baked In, Alex Bogusky and John Winsor recast the way people will think about the integration of marketing and product design. This is a provocative and compelling message, and vision for the future."- Matt Jacobson, Head of Market Development, Facebook

Author Bio

Alex Bogusky is the chief creative insurgent at MDC Partners, the parent company of Crispin Porter + Bogusky advertising agency. He lives in Miami. John Winsor founded Victors & Spoils, the first ad agency built on crowdsourcing principles. He lives in Boulder, Colorado.