BTO

Fragmente din Baked-In: Creating Products and Businesses that Market themselves, cartea scrisa de Alex Bogusky (Founding Partner, Crispin Porter + Bogusky) impreuna cu John Winsor (VP, Strategy and Product Innovation at CP+B).

“Companies that are built by using mass marketing rend to develop their products similarly. They round the edges, smooth out the differentiating features and try to make products that work for the masses. They use focus groups to make sure products are ‘acceptable’. These products certainly don’t offend anyone, but acceptable is always the most risky strategy because acceptable is failing at an astounding rate in today’s marketing environment…On the other hand, the stuff we notice is the stuff we tend to buy.”

“A battery of focus groups, ethnographies, brain scans, and more are arranged to go forth and uncover what the consumer wishes the product really was. Then the marketing budget is spent telling lies about the products. It’s now possible to take all that consumer insight and actually bake it right into a new product. A product designed with a mission. A product with a story to tell. A product with the ability to sell itself.”

“Innovation has become more of an all-or-nothing game. Brands that are built on intuition are more likely to be disruptive, and to adapt to and capitalize on a rapidly changing and unpredictable environment… Intuition can fuel this process of inspiration, competition, and cultural renewal.”

“It’s critical that companies wake up to the fact that the product itself is the most powerful brand-building and business tool they have.”