Brands must build a new relationship with their customers and the culture they participate in. The old rule was to create safe, ordinary products and combine them with mass marketing. The new rule: create truly innovative products and build the marketing right into them. Today, it's within the product itself that a brand has the most leverage with consumers. So where should companies start? They must take their brands back to their foundations and realize that the message is not the product, but that the product is the message. Authors Alex Bogusky and John Winsor have worked with some of the most important brands in today's marketplace, including American Express, Best Buy, Burger King, Coca-Cola, Google, Nike, Microsoft, Patagonia, and Toyota, utilizing the tools they discuss in this book. Writing in a swift, irreverent style, Bogusky and Winsor make readers feel like they are getting a front-row seat at a top-level marketing strategy session. About the Author: Alex Bogusky is the chief creative insurgent at MDC Partners, the parent company of Crispin Porter + Bogusky advertising agency. He lives in Miami. John Winsor founded Victors & Spoils, the first ad agency built on crowdsourcing principles. He lives in Boulder, Colorado.
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Baked In--Creating Products and Businesses That Market Themselves, by Alex Bogusky & John Winsor (7)

(7)

Baked In--Creating Products and Businesses That Market Themselves, by Alex Bogusky & John Winsor

$17.98

You save 14% off the regular price of $20.95

Description

Brands must build a new relationship with their customers and the culture they participate in. The old rule was to create safe, ordinary products and combine them with mass marketing. The new rule: create truly innovative products and build the marketing right into them. Today, it's within the product itself that a brand has the most leverage with consumers. So where should companies start? They must take their brands back to their foundations and realize that the message is not the product, but that the product is the message. Authors Alex Bogusky and John Winsor have worked with some of the most important brands in today's marketplace, including American Express, Best Buy, Burger King, Coca-Cola, Google, Nike, Microsoft, Patagonia, and Toyota, utilizing the tools they discuss in this book. Writing in a swift, irreverent style, Bogusky and Winsor make readers feel like they are getting a front-row seat at a top-level marketing strategy session.

About the Author: Alex Bogusky is the chief creative insurgent at MDC Partners, the parent company of Crispin Porter + Bogusky advertising agency. He lives in Miami. John Winsor founded Victors & Spoils, the first ad agency built on crowdsourcing principles. He lives in Boulder, Colorado.


Reviews

Kimberly T. — over 2 years ago
Kimberly T. recommended this item over 2 years ago
73 out of 77 people found this review helpful.
A really simple and informative read. Thank you.
Jean V. — over 2 years ago
Jean V. recommended this item over 2 years ago
97 out of 102 people found this review helpful.
Ghis book was full of suggestions about products you can make to sell and also creative ideas about getting your products to market themselves. It was a good book to read and keep to reread when needed.
Wayne C. — over 2 years ago
Wayne C. recommended this item over 2 years ago
108 out of 111 people found this review helpful.
Because of reading this book I am in the middle of creating my own products.
J.C. M. — over 2 years ago
J.C. M. recommended this item over 2 years ago
125 out of 129 people found this review helpful.
Must have read for anyone who is wanting to sell products or even who are trying to sell a service. Excellent tips for successful marketing.

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