Baked In: Creating Products and Businesses That Market Themselves pdf epub fb2

Baked In: Creating Products and Businesses That Market Themselves by Alex Bogusky, John Winsor pdf epub fb2

Baked In: Creating Products and Businesses That Market Themselves Author: Alex Bogusky, John Winsor
Title: Baked In: Creating Products and Businesses That Market Themselves
ISBN: 1932841466
ISBN13: 978-1932841466
Other Formats: rtf doc doc mbr
Pages: 152 pages
Publisher: Agate B2 (October 13, 2009)
Language: English
Category: Business & Money
Size PDF version: 1443 kb
Size EPUB version: 1381 kb
Subcategory: Marketing & Sales




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.