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Karla L
Brillant mind at work here ! 1 year ago Reply
TO FAVORITES
PD: I invite you to see my presentation, please add me to favorites.
click at this presentation:
http://www.slideshare.net/Jorgeluismateu/gran-idea-de-negocio. thanks for all. 2 years ago Reply
Have a good time.
ralf 2 years ago Reply
The Pepsi project is an interesting project. But I find that it doesn’t directly extend on the product itself, but creates an awareness campaign doing some “social good”.
What I’m looking for in the baked-in mindset is a tighter integration, where the marketing component is a direct and natural extension of the product.
In a discussion with Adrian Ho of Zeus Jones last year, we argued that when it gets truly interesting is when the marketing not only ads value to the context, but identifies new contexts naturally surrounding the brand and product. (slide 225)
I tried adding some thoughts on that here:
http://www.slideshare.net/helgetenno/context-value-the-new-marketing-economy
Also @mixalis1 and @DreamGrow Digital, thank you for reposting :)
Helge 2 years ago Reply
I’ve included a slide with the Baked In book, because in my opinion the book re-introduces Seth Godin’s purple cow principle to the marketing landscape. But where as with Godin people started thinking about how to make paint cans so remarkable that people wanted to talk about them, Bogusky et. al is talking about adding a digital component to the product/integrated as marketing in order to create more value by using/participating in it.
The Baked in book, i mean is one step along the axis towards the point where marketing becomes more valuable than the product (a product that often is identical to competing products) and the product becomes a mere invitation in to become a member of the marketing.
As I’ve tried to talk about here: http://is.gd/6In4i
Best
Helge 2 years ago Reply