Brands must build a new relationship with their customers and the culture they participate in. The old rule was: Create safe, ordinary products and combine with mass marketing. The new rule is: Create truly innovative products and build the marketing right into them. Today the product is at the centre of the conversation. It's within the product itself that a brand has the most leverage with consumers. Baked In gives companies a step-by-step guide to how to adapt and succeed in this brave new world, where the product is not separate from the message but is the message. Authors Alex Bogusky and John Winsor have worked with some of the biggest brands in todays marketplace, including American Express, Coca Cola, Google, Nike, Microsoft, Patagonia and Toyota utilizing the tools they discuss in this book. Wriritng in a swift, informal style Bogusky & Winsor make readers feel like they are getting a front row seat at a top level marketing strategy session.
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About the Author
Alex Bogusky is a partner and co-chairman of advertising agency Crispin Porter + Bogusky. He recieved an honorary doctorate from the University of Colorado in 2009 and was inducted into the Art Directors Hall of Fame in 2008. John Winsor is the vice president & executive director of strategy and innovation at CP+B.
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1 of 1 people found the following review helpful
By Mr. G. Carroll
VINE™ VOICE
Format:Hardcover
Baked In is different to many business and marketing books. It is written by a successful advertising creative who is an effective communicator rather than a business academic. The book is filled with anecdotes rather than quantitative research but that doesn't mean that the concepts or messages within the book are lightweight. On the contrary they bring a message that businesses have lost over the years - that the intrinsic nature of a product, service or delivery process is key to the marketing of that product.
This means that marketing a product can't be done on spin or advertising smoke and mirrors but has to back to essential truth. As an a senior executive of advertising agency Bogusky worked across a surprisingly wide part of his clients business from customer service to product and process design.
This means that marketing a product can't be done on spin or advertising smoke and mirrors but has to back to essential truth. As an a senior executive of advertising agency Bogusky worked across a surprisingly wide part of his clients business from customer service to product and process design.
1 of 1 people found the following review helpful
By Rolf Dobelli
TOP 500 REVIEWER
Format:Hardcover
Apple CEO Steve Jobs approaches innovation with attitude, saying, "I want to put a ding in the universe." Many would say Apple's products have done exactly that, from the Mac to the iPad. Customers don't just love Apple's innovative gear - they become devoted members of its tribe. Apple's products market themselves. Indeed, as Alex Bogusky and John Winsor put it, Apple "bakes" the marketing right into its products. In this charming, short book, they explain why innovation is the best marketing tool, why collaboration is the best approach to product design and why the Internet puts the customer firmly in charge (you'll be all a-Twitter). getAbstract believes anyone involved in product development, branding and marketing could benefit from these concepts. The book is fun to read, from its whimsical illustrations to its succinct ideas: "Don't just design what you see...design what you don't see."
By Secret Spi
TOP 1000 REVIEWER
Format:Hardcover
Marketing should not be the icing on the cake but should be an integral ingredient of the recipe, baked-in from the start. This is the simple, but important message of Alex Boguski and John Winsor's book.
The authors present their argument followed with "28 rules for baking-in", accompanied by numerous examples of brands that have followed each "rule". The final section of the book is an update on changes that the authors have observed in the dynamic world of brand marketing since starting the book, touching particularly on issues such as ethics and sustainability.
I found the book a very useful summary of some key themes and thinking about marketing in recent years. I wouldn't say that there is anything earth-shatteringly new here, but I like the way the authors have gathered the strands together under one cohesive and easily remembered idea. The book is well-produced and written in a readable chatty style with plenty of links where readers can pick up the conversation and contribute in other media.
The authors present their argument followed with "28 rules for baking-in", accompanied by numerous examples of brands that have followed each "rule". The final section of the book is an update on changes that the authors have observed in the dynamic world of brand marketing since starting the book, touching particularly on issues such as ethics and sustainability.
I found the book a very useful summary of some key themes and thinking about marketing in recent years. I wouldn't say that there is anything earth-shatteringly new here, but I like the way the authors have gathered the strands together under one cohesive and easily remembered idea. The book is well-produced and written in a readable chatty style with plenty of links where readers can pick up the conversation and contribute in other media.
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