Baked In

Alex Bogusky and John Winsor, whose marketing work spans brands such as Nike, Burger King, Patagonia, Google, Toyota and Microsoft, argue that the old formula of safe, ordinary products pushed through mass marketing has given way to a new one. The new approach is to make truly inventive products and build the marketing into them, because the product itself carries the message. The authors lay out a step-by-step path for brands making that switch. They point to tools already at hand, such as product design, brand history and collaboration inside the company, and to digital channels including YouTube and the wider web. The writing is quick and irreverent, aiming to put readers inside a senior marketing strategy session.

Bogdana Butnar, head of strategy at Poke, put it on her ultimate books to read list of advertising titles.