The old way of selling was to create safe, ordinary products and combine them with mass marketing. The new way is to create truly innovative products and build the marketing right in. But how does a brand make the transition from old to new? According to advertising gurus Alex Bogusky and John Winsor, it starts with the realization that the message is not the product, the product is the message. In "Baked-In, " they offer a step-by-step guide on how brands can adapt and thrive in this brave new world. Using these tools, Bogusky and Winsor have successfully marketed some of today s most important brands, including Google, Nike, Microsoft, Patagonia, Toyota, and Burger King. They reveal how, through tools at hand product design, brand history, internal collaboration and the new tools of digital technology YouTube and the web in general companies can succeed in the 21st-century marketplace."
NEWS & OPINION: International Best Sellers from 800CEOREAD for April
Posted May 11, 2010, 3:22 PM with category of Management & Workplace Culture
It's been a whole month (and then some) after the last posting of what was being read from across this great world of ours. So, hold on to your seats. .
NEWS & OPINION: The 800-CEO-READ Business Book Awards of 2009
Posted December 15, 2009, 3:00 PM with category of Management & Workplace Culture
The 800-CEO-READ Business Book of the Year
Too Big to Fail: The Inside Story of How Wall Street and Washington Fought to Save the Financial System—And Themselves by Andrew Ross Sorkin, Viking Books, 624 pages, $32. 95
Even though Too Big to Fail was written during the same year the financial collapse occurred, Andrew Ross Sorkin has written what we predict will be the definitive book on the subject. Sorkin not only tells a gripping “perfect storm” story—reporting the gory details as our 401k’s disappeared and our financial system became nationalized—but he humanizes the players as well, resulting in an imminently readable, albeit lengthy, book.
NEWS & OPINION: Baked In
Posted October 26, 2009, 3:09 PM with category of Marketing & Sales
Alex Bogusky and John Winsor have written an interesting book called Baked In: Creating Products and Businesses That Market Themselves. After checking out the book, I asked co-author John Winsor a few questions about some of their ideas. Here's what followed:
What's the best evidence that traditional advertising is no longer necessary for a new company?