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.

Genres: Business, Nonfiction, Design, Entrepreneurship

152 pages, Hardcover

First published April 1, 2009

Reviews

[Canan · Rating 4 out of 5]

Bölümümle ilgili okuduğum en eğlenceli kaleme sahip kitaptı.
Küçük resimlemeler ve parantez arası espiriler beni sık sık güldürdü.
Verilen bilgiler ise şaşırttı.Bir ço ünlü firmanın var oluşu ve kullandığ yöntemler çok ilginçmiş..

[Iain Lennon · Rating 4 out of 5]

Short, punchy, compelling. Makes a strong argument that the 'narrative' of the product should be told by both the product and its marketing - reminding us who are product managers to partner with marketing on product discovery so that we can do our work in paralell rather than sequentially. Recommended.

[Han Boon · Rating 5 out of 5]

Very practical, actionable tips to “baked in” what your customer needs into product design and not as an afterthought using marketing to sell the product benefits.

[E · Rating 5 out of 5]

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 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.”

To learn more about this book, check out the following Web page: http://www.getabstract.com/summary/13...

[Greg · Rating 1 out of 5]

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 sacred cows. Then, flip it all over and look at it again; you might find the truth (or a new truth) in what you thought was impossible."

Ugh. Someone just barfed business talk all over the page.

[Lana · Rating 4 out of 5]

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.

[Zach Olsen · Rating 2 out of 5]

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.

[Pat Doyle · Rating 4 out of 5]

A different kind of book for a different kind of world. (Back when Alex was in the biz.) Now he's in the biz of making and creating change. You can see his thinking right here and then witness what he's doing right now here http://fearlessrevolution.com/

[Richard Mulholland · Rating 3 out of 5]

Good new Purple Cow *clone*.

[John]

Outstanding more later.

[Sunil · Rating 2 out of 5]

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

[Eric Anest · Rating 2 out of 5]

Poorly written and not very well thought through (those two often go together). Didn't waste my time finishing this one.

[Krassi · Rating 5 out of 5]

I loved this book!!! :)

[Matias Ketonen · Rating 5 out of 5]

Great, concise read.

[Craig Heimbuch · Rating 4 out of 5]

Your product is your marketing, your marketing your product. Anyone who works in marketing or product development should take a minute to listen to what Bogusky has to say.

[Steve Swanson]

Insightful marketing book