In Baked In, CP+B's Alex Bogusky tells us how 21st Century marketing will give us better products. To quote Mr Sall Ball, I wonder if Product Design agencies across the land are talking about doing advertising...
In principle this sounds interesting but the book gets bad reviews. Creating products is something that takes time, talent and vision. Ultimately this book says less about product design and more about advertising, and how it needs to be useful and/or entertaining and/or connecting and/or educational.
Brands must build a new relationship with their customers and the culture they participate in. The old rule was: Create safe, ordinary products and combine with mass marketing. The new rule is: Create truly innovative products and build the marketing right into them. Today the product is at the centre of the conversation. It's within the product itself that a brand has the most leverage with consumers. Baked In gives companies a step-by-step guide to how to adapt and succeed in this brave new world, where the product is not separate from the message but is the message.
No comments:
Post a Comment