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.