Bogusky: Baked In v Half Baked

“Baked In” Theory

Joe Ciarallo recently interviewed David Steel, SVP of marketing at Samsung, about merging communications and product development. This practice (or theory) is also the subject of Alex Bogusky and John Winsor’s “Baked In: Creating Products and Businesses That Market Themselves”.

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The LA Times missed the point a bit … asserting that the  “Ad guys’ new book is self-glorifying and half-baked”. AdFreak weren’t keen either.

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For my money, it gets to the heart of one of the simple things many agencies ignore.  The worlds of product development and marketing should not be artificially separated.  You can create a much more powerful business and brand when you bake marketing directly in to the product. This has created things like Nike+ and Help Remedies and has revitalized brands like Domino’s to name but a few.

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You can buy the book here and read the mandatory Twitter feed here.