Baked In: Creating Products and Businesses That Market Themselves
Oct 2009 · Agate Publishing
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152
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About this ebook
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.
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 Wi...
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About the author
Alex Bogusky started at what was then called Crispin and Porter Advertising in 1989 as an art director. He became Creative Director of the agency five years later and was named a partner at the re-named Crispin Porter + Bogusky in 1997. Under his direction, the agency has become the world's most awarded over the last few years. Alex has been profiled in Luerzer's Archive, Communication Arts, Graphis, Adweek, Adage, Business 2.0, Fast Company (June 2008 cover story) and Business Week.
His work has been featured in, The New York Times, The Wall Street Journal, USA Today, Newsweek, TIME, Wired, Advertising Age and Creativity as well as on national television and radio. In 2002, Alex was inducted into the American Advertising Federation's Hall of Achievement.
John Winsor started Radar Communications in 1998. His goal has been to help companies listen to and learn from the key voices in their communities by using organic, bottom-up anthrojournalistic tools to help them co-create new marketing and product development strategies. In 2007, Radar Communications merged with Crispin Porter + Bogusky, an advertising agency famous for its nationwide Truth, Burger King, Volkswagen and other campaigns. Presently Winsor heads CPB’s Strategy and Product Innovation departments and orchestrates the growing network of relationships between business, creativity and customer insight. His books Beyond the Brand and Spark have been profiled in Advertising Age, Adweek, and Fast Company. In 1986, he founded Sports & Fitness Publishing, well known for being ahead of the trends, which he sold in 1998 to Conde Nast and Emap. Winsor holds an MBA from the University of Denver.
His work has been featured in, The New York Times, The Wall Street Journal, USA Today, Newsweek, TIME, Wired, Advertising Age and Creativity as well as on national television and radio. In 2002, Alex was inducted into the American Advertising Federation's Hall of Achievement.
John Winsor started Radar Communications in 1998. His goal has been to help companies listen to and learn from the key voices in their communities by using organic, bottom-up anthrojournalistic tools to help them co-create new marketing and product development strategies. In 2007, Radar Communications merged with Crispin Porter + Bogusky, an advertising agency famous for its nationwide Truth, Burger King, Volkswagen and other campaigns. Presently Winsor heads CPB’s Strategy and Product Innovation departments and orchestrates the growing network of relationships between business, creativity and customer insight. His books Beyond the Brand and Spark have been profiled in Advertising Age, Adweek, and Fast Company. In 1986, he founded Sports & Fitness Publishing, well known for being ahead of the trends, which he sold in 1998 to Conde Nast and Emap. Winsor holds an MBA from the University of Denver.
Alex Bogusky started at what was then called Crispin and Porter Advertising in 1989 as an art director. He became Creative Director of the agency five years later and was named a partner at the re-named Crispin Porter + Bogusky in 1997. Under his direction, the agency has become the world's most ...
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