Getting 'Baked' With Alex Bogusky

New Manifesto Suggests Coupling Marketing With Design to Create Products That Sell Themselves

Posted by Matt Kinsey on 09.24.09 @ 03:25 PM

While Alex Bogusky's "Baked In" shares a culinary nod with his last book, "The 9-Inch 'Diet'," it's unlikely to stir up the same levels of controversy. Of course, dishing advice on portion control seemed a strange outlet for an agency honcho who counts Burger King as a client. But the press ate up the irony, and excerpts from the book were splashed across the pages of People magazine and other mainstream media. "Baked In" is a more sedate affair, a call for action informed by Mr. Bogusky's background as a creator.

Co-written by John Winsor, Crispin's executive director of strategy and innovation, this manifesto of sorts argues companies who pair consumer feedback and research with product design are rewarded with a product that can sell itself, meaning stronger market penetration at a fraction of the paid media. More importantly, the product retains the same message and target user from creation to distribution.

Mr. Bogusky and Mr. Winsor recounted their rules for a brighter marketing future during the book's release party Wednesday night at Michael's, a fitting venue for discussing the art of the sell. Between rounds of shrimp rolls, steak tartare and the occasional cupcake--with that title, how could they not--the authors stressed the importance of digital technologies in leading consumer involvement, and ability to shave months off the production process. (This inevitably led to murmurs about a recent Crispin acquisition, the mythical 3D printer.) One guest asked whether the book's pale blue cover and end-of-chapter "recipes," which replace the biz-book standard of bullet points, meant the authors had taken inspiration from Martha Stewart.

"More like Cheech and Chong," Mr. Bogusky said.

You can flip through some of these recipes over at the "Baked In" blog, or follow the conversation on Twitter (@bakedin) with hashtag #bakedin.

2 Comments

By thrivingmarketing | Two Rivers, WI September 28, 2009 11:16:16 pm:

Mr. Bogusky & Mr. Winsor could have written with their tongues implanted in their cheeks. Maybe I should eat "up the irony" in their current book. "Hey guys, great joke!"

Unfortunately, people talk about & believe a "product that can sell itself"? I have a bridge to sell to them, unless the bridge will sell itself!

Sure, I can imagine an artificially intelligent robot achieving AIDA. I write about AIDA being something to achieve, because it doesn't just happen.

I know many ad agencies do what they can to "sell" commodities. They try jokes, jingles, extreme sport stunts (like "Doing the Dew") to get attention & entertain. I don't know about any products that can sing, dance, tell jokes &/or ride a bike out of plane.

If we consider real marketing & selling, we should consider the following issues.

Which products can identify & gain the attention of a viable prospect?

Which products can test messages & adjust those based on responses (or lack of responses) to gain interest?
Which products can determine what people desire?

(Note: In some sales situations, prospects resist 8 closing attempts.) Which products use trial closes & determine if prospects may be ready to take buying actions? Which products can use at least 9 closes?

I know Point-Of-Purchase signs, flip charts, books & packaging can provide answers for those who are patient enough to look for answers. Which products can hear questions & answer intelligently?

Those who believe a product can sell itself are too late to join Charlie Brown as he believes Lucy Van Pelt again & tries to kick a football.

Those who believe a product can sell itself still have time to join Linus Van Pelt while he waits in a pumpkin patch for The Great Pumpkin.

Those, who rely on a product selling itself, will end up flat on their backs like Charlie after Lucy pulls the football away again. They'll be, at least, as disappointed as Linus will be again. At least, Linus has his security blanket & optimism.
Obviously, he was in the wrong pumpkin patch again.

Those, who rely on a product selling itself, will be as bankrupted as the better mousetrap inventor who's waiting for the world beat a path to his/her door. They're caught in a trap they invented.

Retailers don't have to wait for a path to be beaten. Their stores are by paved streets. People drive by every day. (The rest of this paragraph is sarcasm, so don't believe it.) Everybody sees & remembers their stores & what's offered in their stores. They don't need to advertise. Sure thing; it's why they're soon unemployed & other people start stores in those buildings.

Dennis S. Vogel marketing consultant, independent contractor Two Rivers WI

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By KenjiSummers | Brooklyn, NY September 30, 2009 10:08:28 am:

Hey Dennis,

Well noted. You definitely raise some valid questions. However a couple of my take aways from this book --so far-- is that there are neccessary steps brands must take to remove silos between product innovation and marketing/advertising. The concept of 'baking-in' is not new, but in the midst of a participation economy, brands --new brands especially-- should look to create products that are based on consumer wants/needs that can be identified by non-traditional cultural and consumer research. It must be noted that a paradigm shift is happening in the world (of 'advertising'), and if we are to maintain our symbiotic relationship to brands we must evaluate how we can help them, by any means necessary. In turn, we may lose some dollars in agency fees but at least we won't be up for review every few months or so.

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