Baked In: Creating Products and Businesses That Market Themselves [Hardcover]

Alex Bogusky (Author), John Winsor (Author)

Book Description

Publication Date: October 13, 2009

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.

Editorial Reviews

About the Author

Alex Bogusky is the chief creative insurgent at MDC Partners, the parent company of Crispin Porter + Bogusky advertising agency. He lives in Miami. John Winsor founded Victors & Spoils, the first ad agency built on crowdsourcing principles. He lives in Boulder, Colorado. --This text refers to the Paperback edition.

Product Details

• Hardcover: 152 pages
• Publisher: Agate B2 (October 13, 2009)
• Language: English
• ISBN-10: 1932841466
• ISBN-13: 978-1932841466
• Product Dimensions: 7.3 x 5 x 0.8 inches
• Shipping Weight: 8 ounces
• Average Customer Review: 4.5 out of 5 stars  See all reviews (24 customer reviews)
• Amazon Best Sellers Rank: #589,149 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars Worth your while!, November 4, 2009

By 

jskwa - See all my reviews

This review is from: Baked In: Creating Products and Businesses That Market Themselves (Hardcover)

No one reading "Baked In" should assume that Bogusky and Winsor are going to divulge all their marketing secrets, but there are definite golden nuggets in this well-conceived book. Simply put, Baked In encourages companies to remember one simple rule: your product, not your marketing, is your most effective tool. Their advice is clever and succinct, and at a slim 152 pages you won't suffer information overload at its completion. I am not a business person - hell, I didn't even think I was interested in advertising - but I read Baked In with a fascination that extends well beyond the reach of the industry itself.

3 of 3 people found the following review helpful:

5.0 out of 5 stars You either have it or you don't, May 29, 2010

By 

Donavon Roberson (Las Vegas, NV) - See all my reviews
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This review is from: Baked In: Creating Products and Businesses That Market Themselves (Hardcover)

There are few books out there that really cut to the heart of the matter, Baked In is one of those books. In regard to marketing, what are your customers saying about your product? Who is designing your product? Is your product a solid representation of your brand? OR are you faking it?

Gone are the days of big business telling the consumer what the brand stands for and why they should buy the product. There is no place to hide...the customer interacts with your product and becomes brand representatives. If you have exceptional products, you will have exceptional representation by the consumer. If you products are average or less than average...you had better look out!

2 of 2 people found the following review helpful:

5.0 out of 5 stars What is marketing?, November 14, 2009

By 

Steven S. Swanson (Denver, CO) - See all my reviews
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Amazon Verified Purchase

This review is from: Baked In: Creating Products and Businesses That Market Themselves (Hardcover)

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.