Baked in: Creating Products and Businesses That Market Themselves

By Alex Bogusky, John Winsor
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
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Posted December 15, 2009, 3:00 PM with category of Management & Workplace Culture
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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? Read more


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About the Hardcover

Publisher Agate B2
Publish date 10/01/2009
Pages 152
ISBN-13 9781932841466
Language English

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