“Baked In” Live Video Chat: AdHack Live Episode 3

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, 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.

Win a Copy of Baked In

We’re going to giving away 2 copies of Baked In — one for the best question prior to the AdHack Live episode on Thursday, Oct. 1 at 9 am (PST), the second for the best question during the AdHack Live episode.

How do you get yourself one of them free copies?

1. Prior to Thursday, Oct. 1 at 9 am (PST): ask a question here in the comments or by emailing live@adhack.com
2. From 9 to 9:30 on Thursday, Oct. 1, tune in to AdHack Live and ask live in the chat window beside the video player.

Need more ideas?

Okay, here’s a slideshow presentation from Joakim Vars Nilsen called Walk The Talk – How to market for a sustainable business model..

It’s not the same as Baked In but it overlaps in some important ways and Baked In is embargoed until its launch.

Ready now? Okay go.

Tags:
AdHack Live, Baked In, book, Brett Macfarlane, Bugusky, CP + B, Cripin, james sherrett, Porter, Video, video chat

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[...] 9:00AM PST.  More importantly, submit your questions, thoughts, or rants in advance over on Adhack or down below in the old [...]

Book publishers seem stuck at the moment with this very problem. As they transition from physical book products to electronic products, the branding gets a bit lost. There’s something visual and tangible that separates a Penguin Classic from another paperback. If the future of book selling looks like an iTunes store than a physical store, how does this change the dynamic. And what does it then mean if “the message is not the product, the product is the message.”

I can take the title in two separate ways. One is, making a product (and the associated branding and marketing) that makes it EASY to share. For instance, a recipe book that comes with a companion website that encourages you to share the individual recipes with friends, who in turn buy the book. Or is it the website that they’re buying?

The other way I can take the title is to say DUUUH! Just make products that are awesome, that engage & delight people, and they will market themselves through word of mouth.

@Monique Thanks! We’ll tackle that one in our chat tomorrow and see what we can come up with.

@Boris Thanks too! I think your first example is spot on with the themes and ideas of Baked In — and they even call them ‘recipes.’

In your second example I think that the leap to ‘awesome’ is a big leap that has definite characteristics and causes. How do companies make that leap? That’s the real question.

Here’s the direct link for the chat, starting tomorrow morning at 9 am PST / 12 noon EST: http://adhack.com/live/3/baked-in-creating-products-businesses-that-market-themselves