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.