Planner Reads

Baked In: Creating Products and Businesses That Market Themselves is the new book from Crispin, Porter + Bogusky’s Alex Bogusky and John Winsor.

The book is meant to launch on Thursday, October 1 and we’ll have unexclusive coverage.

Brett MacFarlane and James Sherrett are back with a special edition of AdHack Live focused on the ideas of Baked In.

What ideas?

For starters, here’s the Baked In book description from the publisher:

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, ...