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Baked In: Creating Products and Businesses That Market Themselves
by
Alex Bogusky,
John Winsor (Goodreads Author)
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...more
Hardcover, 152 pages
Published
October 13th 2009
by Agate B2
(first published April 1st 2009)
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How innovative products sell themselves
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...more
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...more
The concept of "baked in" is a brilliant one! I don't design products but I have developed many programs. The idea of bringing marketing and design into the innovative process from the beginning is so important! Too often people design great things and then set around waiting for people to "discover" them. That often does not work!
I found some great ideas in this little book.
I found some great ideas in this little book.
Alex Bogusky is one of the most revolutionary thinkers in modern advertising, so it’s a shame that this book is so dull. There is nothing inspiring or original about this book, which is the antithesis of the work Bogusky’s agency is known for. Read this passage and I defy you to tell me this pablum is worth my time:
"Many companies have forgotten the truth of what their product is all about. Dig into your organization’s culture. Find out what your customers think. Diagnose everyone’s various sacr...more
"Many companies have forgotten the truth of what their product is all about. Dig into your organization’s culture. Find out what your customers think. Diagnose everyone’s various sacr...more
Bogusky disappoints...interesting only at some instances...having said that didnt participate in the twitter discussions of the book...can not comment on how tht would be
Poorly written and not very well thought through (those two often go together). Didn't waste my time finishing this one.
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 intere...more
Light, easy material. Basically packaged ideas, the recipes reiterate useful marketing concepts easily overlooked with the current content onslaught fighting for our attention.
While not exactly awe-spiring, and although I thought there's oversimplification and also some sweeping statements, reading this helped to organize my ideas and gave me the kickstart to coming up with some packaging ideas. And the best things about this are the pretty cover and cute illustrations! They're the reasons I bou...more
While not exactly awe-spiring, and although I thought there's oversimplification and also some sweeping statements, reading this helped to organize my ideas and gave me the kickstart to coming up with some packaging ideas. And the best things about this are the pretty cover and cute illustrations! They're the reasons I bou...more
I loved this book!!! :)
Sep 09, 2011
John
added it
Outstanding more later.
Good new Purple Cow *clone*.
There are a couple good points and ideas in this book. Pretty vague concepts most of the time. Products that have their marketing "baked in" stand a better chance at succeeding so make your business original to begin with.
May 12, 2013
Oriol Mas
added it
Mar 24, 2013
Alex Trimis
marked it as to-read
Mar 20, 2013
Ryan Bannon
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Mar 06, 2013
Enéias Façanha
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Mar 05, 2013
Kim Young
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Feb 11, 2013
Loretta Alvarado
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Feb 09, 2013
Aytunç Öztürk
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Jan 22, 2013
Sobit Bhattarai
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| topics | posts | views | last activity | |
|---|---|---|---|---|
| Baked In interactive | 1 | 5 | Oct 09, 2009 11:29am |
Jun 10, 2012 06:26am