Brands must build a new
relationship with their customers and the culture they participate in.
The old rule was to create safe, ordinary products and combine them with
mass marketing. The new rule: create truly innovative products and
build the marketing right into them. Today, it's within the product
itself that a brand has the most leverage with consumers. So where
should companies start? They must take their brands back to their
foundations and realize that the message is not the product, but that
the product is the message.
Authors Alex Bogusky and John Winsor have
worked with some of the most important brands in today's marketplace,
including American Express, Best Buy, Burger King, Coca-Cola, Google,
Nike, Microsoft, Patagonia, and Toyota, utilizing the tools they discuss
in this book. Writing in a swift, irreverent style, Bogusky and Winsor
make readers feel like they are getting a front-row seat at a top-level
marketing strategy session.
About the Author: Alex Bogusky is the chief creative insurgent at MDC
Partners, the parent company of Crispin Porter + Bogusky advertising
agency. He lives in Miami. John Winsor founded Victors & Spoils, the
first ad agency built on crowdsourcing principles. He lives in Boulder,
Colorado.
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