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Baked In

Baked In - 09 edition

ISBN13: 978-1932841466

cover of Baked In 09 (ISBN 978-1932841466)
ISBN13: 978-1932841466
ISBN10: 1932841466
Cover type:
Edition/Copyright: 09
Publisher: Agate Publishing, Inc.
Published: 2009
International: No

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Baked In - 09 edition

ISBN13: 978-1932841466

Alex Bogusky

ISBN13: 978-1932841466
ISBN10: 1932841466
Cover type:
Edition/Copyright: 09
Publisher: Agate Publishing, Inc.

Published: 2009
International: No
Summary

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. InBaked-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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