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Baked In: Creating Products and Businesses That Market Themselves [Paperback]

Alex Bogusky , John Winsor

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Book Description

Dec 1 2010
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.

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Product Details

  • Paperback: 152 pages
  • Publisher: Agate B2 (Dec 1 2010)
  • Language: English
  • ISBN-10: 1932841571
  • ISBN-13: 978-1932841572
  • Product Dimensions: 18.4 x 12.2 x 1.2 cm
  • Shipping Weight: 181 g
  • Amazon Bestsellers Rank: #481,199 in Books (See Top 100 in Books)

Product Description


"With Baked In, Alex Bogusky and John Winsor recast the way people will think about the integration of marketing and product design. This is a provocative and compelling message, and vision for the future."- Matt Jacobson, Head of Market Development, Facebook

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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Customer Reviews

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Most Helpful Customer Reviews on (beta) 4.2 out of 5 stars  31 reviews
6 of 6 people found the following review helpful
5.0 out of 5 stars Worth your while! Nov. 4 2009
By Ranelagh - Published on
No one reading "Baked In" should assume that Bogusky and Winsor are going to divulge all their marketing secrets, but there are definite golden nuggets in this well-conceived book. Simply put, Baked In encourages companies to remember one simple rule: your product, not your marketing, is your most effective tool. Their advice is clever and succinct, and at a slim 152 pages you won't suffer information overload at its completion. I am not a business person - hell, I didn't even think I was interested in advertising - but I read Baked In with a fascination that extends well beyond the reach of the industry itself.
5 of 5 people found the following review helpful
2.0 out of 5 stars Nice idea, but a bit thin June 29 2011
By Matt N - Published on
I had been wanting to read this book for months, then finally found a copy and ... well, I can't say it lived up to my expectations. I think this is partly because I'm an ad guy, and wanted to hear these ad geniuses talk about what they're geniuses at - rather than NPD, which it seems they want to be geniuses at, but haven't really got much of a track record at (for that, you'd be better off reading anything by Tim Brown at IDEO)

Bogusky and Winsor are undoubtedly extraordinary professionals - at the top of their game for years. But this book starts from a strange premise - that CEOs of businesses (because that seems to be who they're aiming at - not marketing professionals, but everyone else in businesses) are actually TOO preoccupied with marketing (dazzled by their Boguskys, perhaps), and that really they should focus more on their product. It is a shame to have to use all your marketing energies to counteract negative perceptions of a product... but c'est la vie, when did ad people get too big for that kind of a brief?

I've never met a business person who isn't focused on their product. The idea that they should really put more emphasis there seems patronising in the extreme - if they invest in NPD it's probably for a bigger reason than just to "bake in" marketing (i.e. make their ad agency's job easier).

Their examples are worthwhile, their rules are sensible, but all amount to little more than platitudes unless you're someone about to launch a new business - then it is a very valid question, "is this a product with its marketing baked it?" - but it seems like those circumstances are few and far between.
4 of 4 people found the following review helpful
5.0 out of 5 stars You either have it or you don't May 29 2010
By Donavon Roberson - Published on
There are few books out there that really cut to the heart of the matter, Baked In is one of those books. In regard to marketing, what are your customers saying about your product? Who is designing your product? Is your product a solid representation of your brand? OR are you faking it?

Gone are the days of big business telling the consumer what the brand stands for and why they should buy the product. There is no place to hide...the customer interacts with your product and becomes brand representatives. If you have exceptional products, you will have exceptional representation by the consumer. If you products are average or less than had better look out!
2 of 2 people found the following review helpful
5.0 out of 5 stars What is marketing? Nov. 14 2009
By Steven S. Swanson - Published on
Format:Hardcover|Verified Purchase
Marketing can't be directed like the old days in a command and control world that just doesn't exist, and Baked In in the perfect little book to get everyone to see how great marketing should be done today.
1 of 1 people found the following review helpful
1.0 out of 5 stars Kindle version not available in Canada Nov. 26 2012
By Nancy Lorieau - Published on
Format:Kindle Edition
I had planned to purchase this book for my Kindle, but when I clicked the link, I found out that it was not available in Canada. In order to help me decide whether to order a hard cover version, a read some of the non-Amazon reviews. They were not nearly as positive as the reviews on Amazon. Then, I read the preview segments of the book on the Amazon site. Not impressed. My decision? Thanks for restricting this book from Canadian readers. You have saved me a good twenty bucks.

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