Advertising genius Alex Bogusky and his Crispin Porter + Bogusky colleague and creative thought leader John Windsor have a new book out called, “Baked In: Creating Products That Market Themselves.” I’ve read it and highly recommend it.

The point of the book is to deliver a series of recipes to enable you to bake great marketing into your product by making great products. It’s a fantastic (and quick) read for the brand manager, ad agency types, C-level folks and even the communications world newbie wanting to get a jump start on some great ideas for their careers.


As with anything Bogusky does, the book has some unique quirks that I loved. The most notable is the constant use of the @bakedin Twitter handle and reminder that the book is just the beginning of the conversations around baking in greatness. Each of the book’s 28 recipes is represented by a hashtag, too, so if you were to Tweet something to @bakedin and tagged it with “#DNA,” for instance, you would be letting Alex and John (both on Twitter and surprisingly engaging, by the way) or others involved with the book know you want to chat about mining the history of your brand for ideas.

This is a genius way of not just engaging an audience around the book, but adding to the potential ability for the buzz to “go viral” as people Tweet and ask, since their followers will see the references and perhaps become curious enough to see what @bakedin is all about.

The long and short of it is that there are about five people in the advertising and marketing world we should intentionally soak up knowledge from. Alex and John are two of them. Buy the book. You’ll at least get some great ideas out of it.

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About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog and signature Explore events. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

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    These guys always seem to do cool, cutting edge work. I'll try to get my hands on a copy of the book.

    Thanks, Jason!

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