by Alex Bogusky, John Winsor · Agate Publishing · tapa dura · ISBN 9781932841466
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«Baked In» is the marketing essay by Alex Bogusky and John Winsor, published by Agate Publishing in hardcover (152 pages, in English).
It proposes a paradigm shift in advertising: instead of creating ordinary products and sustaining them with mass marketing, brands should integrate the message into the product itself. Bogusky and Winsor present their method, based on product design, brand story, internal collaboration, and digital tools, with examples from Google, Nike, and Burger King.
It was published on October 13, 2009, and its cover subtitle is «Creating Products and Businesses That Market Themselves».
Aimed at marketing, advertising, and brand management professionals interested in product innovation strategies.
