Brands must build a new relationship with their customers and the culture they participate in. The old rule was to create safe, ordinary product... read full description
reviews
Mar 15, 2010
getAbstract
rated it: 
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, 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, More...
Sep 27, 2010
Jenna
rated it: 
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
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Aug 29, 2010
Zacho
rated it: 
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.
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