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3.8 out of 5 stars
3.8 out of 5 stars
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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."
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VINE VOICEon 18 September 2010
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.
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on 9 July 2013
This is a very good, short,book. Bite size at its best. Stimulating and thought provoking with some nice little exercises.

My only negative comment - bit sales orientated in places.

However, got the grey matter ticking over and it's a book I'll return to for stimulus.
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on 30 May 2010
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.
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on 3 October 2016
I probably should have read up that it was a miniature book as I felt a bit disappointed - nothing to do with content of the book.
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on 5 January 2011
Baked In is a very powerful idea and one that should be of interest to anyone who's seriously interested in brand marketing. Unfortunately, the power of the idea - seamless integration of marketing and new product development - is somewhat diluted by the authors'laboured and at times convoluted style. A worthwhile effort, nonetheless, to get to grips with a subject which doesn't get the attention it deserves.
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