Baked In

Creating Products and Businesses That Market Themselves

Business & Finance, Marketing & Sales
Cover of the book Baked In by Alex Bogusky, John Winsor, Agate Publishing
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Author: Alex Bogusky, John Winsor ISBN: 9781572846579
Publisher: Agate Publishing Publication: October 10, 2009
Imprint: Agate B2 Language: English
Author: Alex Bogusky, John Winsor
ISBN: 9781572846579
Publisher: Agate Publishing
Publication: October 10, 2009
Imprint: Agate B2
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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