Parking Lot Construction: As part of our ongoing work to maintain and improve Central Library, the parking lot will be closed for construction from Tuesday, July 28, to Saturday, August 1. Visit the Central Library page for more details. 

Notice of Public Meeting: Kalamazoo Public Library Board of Trustees | July 27 | 5:30 pm | Central Library/Van Deusen Room. The packet of information for the meeting can be found on the library’s website. 

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Baked In

Year

2009

Language

ENGLISH

Publication Information

Agate Publishing

Summary

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.

Subjects