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Baked In: Creating Products and Businesses That Market Themselves |  | Authors: Alex Bogusky, John Winsor
Publisher: Agate B2
List Price: $20.95
Buy New: $11.99
as of 3/22/2010 05:12 CDT details
You Save: $8.96 (43%)
New (25) Used (7) from $11.99
Seller: pbshop
Rating:  18 reviews
Sales Rank: 44379
Media: Hardcover
Pages: 152
Number Of Items: 1
Shipping Weight (lbs): 0.5
Dimensions (in): 7.3 x 5.1 x 0.7
ISBN: 1932841466
Dewey Decimal Number: 658.575
EAN: 9781932841466
ASIN: 1932841466
Publication Date: October 13, 2009
Availability: Usually ships in 1-2 business days
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| Features:
| • | ISBN13: 9781932841466 | | • | Condition: NEW | | • | Notes: Brand New from Publisher. No Remainder Mark. |
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Product Description
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.
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| Customer Reviews:
Showing reviews 1-5 of 18
 How innovative products sell themselves March 15, 2010
Rolf Dobelli (Switzerland)
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."
Moving past advertising January 22, 2010
johnathan bowden (austin, tx USA)
If advertising is not your chosen profession in life, why the heck would you want to read a book written by two of the top leaders in the advertising world? (alex bogusky, @bogusky , longtime creative director at crispin porter + bogusky; and John Winsor, @jtwinsor , former head of product innovation & cognitive research at cp+b)
Because I believe the authors are on to something. And it's not advertising. I want to say it's way past advertising, but it's actually pre advertsing.
What?? Sound confusing? Let's jump into the meat of the book.
Though I passionately disagree with both authors on the value and practice of crowdsourcing, here are a few of their points from @bakedin that stuck with me:
+ Let's cut the crap of lying and false promises about products, and instead design a useful & beautiful product / experience that meets the users exact needs & wants.
+ Stop spending 3,4, or 8 years in r & d, and instead prototype and test early, and revise what works and throw away the rest.
+ Listen to and know your audience, and make a product that fits, instead making a mediocre product and then trying to advertise the crap out of it.
+ Inrementally changing a mediocre product each year to be (slightly) new & improved is a flawed business plan. Let's innovate! Let's create something new! Let's create something beautiful! Let's create something useful!!
So if you have any interest in providing a useful / beautiful / wow product or service, do your future self a favor and pick this book up!
Also, a big thanks to @jtwinsor for sending me a copy of the book to review!
A 'must' for any serious business library January 20, 2010
Midwest Book Review (Oregon, WI USA)
BAKED IN: CREATING PRODUCTS AND BUSINESSES THAT MARKET THEMSELVES provides a step-by-step guide on how to succeed in the changing business marketplace, offering companies tools for innovation and change. It demonstrates practices for changing marketing strategies based on digital technology and media and the activist marketplace, and is a 'must' for any serious business library.
what markting it all about today November 30, 2009
Per Jaldeborg (Stockholm, Sweden)
I think Alex Bogusky is a forerunner focusing so much on the clients' business. This is the how great agencies will defend their reasons for being in the future. A fantastic initiative.
What is marketing? November 14, 2009
Steven S. Swanson (Denver, CO)
1 out of 1 found this review helpful
Marketing can't be directed like the old days in a command and control world that just doesn't exist, and Baked In in the perfect little book to get everyone to see how great marketing should be done today.
Showing reviews 1-5 of 18
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