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.