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Baked-in : creating products and businesses that market themselves / Alex Bogusky and John Winsor.
- Format:
- Book
- Author/Creator:
- Bogusky, A. M. (Alex M.)
- Language:
- English
- Subjects (All):
- New products.
- Advertising--New products.
- Advertising.
- Marketing.
- Physical Description:
- 1 online resource (147 p.)
- Place of Publication:
- Chicago : B2 Books, c2009.
- Language Note:
- English
- Summary:
- Baked-In shows how marketing can and must re-invent itself in the 21st century, using the tools at hand both from digital technology and networked media and from the fast-evolving activist marketplace. As such, it's an essential guide for all businesses looking to succeed.
- Contents:
- 9781932841466_text; Table of Contents; Acknowledgements; Part One: Preheat Your Mind; The Seeds of a New Design; What's Standing in the Way?; Rethink. Restructure. Recommit.; A Brief History of Branding; Welcome to Branding 2001. You're Late.; Say Goodbye to the Eighties; Bake in the Marketing from the Start; We Interrupt this Book for a Message About the Economy; The Single Most Powerful Marketing Tool; Weaponized Creativity; Part Two: 28 Rules for Baking In; Culture Trumps Influencers; Broaden Your Definition of Design; Recognize the Artificiality of the Corporation
- Get Out of Whatever Business You Think You're InUnderstand Both Sides of Your Truth; Get Your Hive On; Knock Down the Walls; Become a Silo Jumper; Tap the Untapped; Sacrifice and Simplify; Don't Put the Word Innovation on Business Cards; Mine Your History; Feeling Conflicted? Good.; The All-Mighty Co-Creator; Feel it in Your Bones; Steal to Innovate; Take a Fearless Approach; Be a Heretic; Think Big. Then Realize That's Not Big Enough.; Think Small. Then Realize That's Not Small Enough.; Stories Worth Spreading; Differences Have to Look Different
- A Rose by Any Other Name Would Not Sell as SweetlyThe Power of Perfectly Wrong; Making Your Product Talk; The Power of an Absolute; Make What's Inside Visible on the Outside; Design to Your Weakness, or Hug the Big Hairy Monster; Part Three: The Way Forward; About the Authors
- Notes:
- Description based upon print version of record.
- ISBN:
- 9781572846579
- 1572846577
- OCLC:
- 710975254
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