I owe this one to Ralf, one of our overseas clients – thank you.
Alex Bogusky (of Crispin Porter + Bogusky fame) and John Winsor (ex Strategy and Innovation Director at CP+B) released a new book “Baked-In” a couple of weeks back.
I confess I haven’t read it yet but their miniblog on it is really interesting, you can find it here
Amazon.com, my favorite bookstore, I have to thank for this mini-review:
“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.”
Alex and John discuss the book and their ideas, in a film at the same site … be warned it’s good, but it lasts 56 minutes.
In addition to the film the site has about 30 mini essays or thought starters. Good stimulation.
Enjoy the baking.