Help with Baked-In

As many of you know, Alex and I are working on a new book, Baked-In: The Power of Aligning Marketing and Product Innovation. We need your help. We're looking for examples of products where the marketing has been baked right into the product itself. Where everything carries the same narrative. From the product, to the  packaging to the environment, the distribution, the web and even the advertising. All of it saying the same thing.

There are some great examples out there, Apple and the iPod, Nike +, Threadless, Patagonia, etc.

Shoot me a note or leave a comment with other examples.

Thanks for the help.

Comments

[[email protected]]

Innocent drinks in the UK - from the product to the voice on the packaging to the offices to the way they do annual reports to fruitstock.
Howies - a clothing brand whose purpose is to make people think about the world around them: t shirts as provocative thoughts, the way the catalogue goes beyond product to weave in a narrative, their retail space in london where only 40% of space was product and the remainder was about providing stuff (eg lending books, tap to refil water bottle, etc.) to make people think

[sivam]

Hi John,

check out www.jujups.com . Create a christmams card and put it in your blog - its bake it with our promotional strategy as people who click on it can come and create their own.

Cheers

Sivam

[Chris Wilson]

What about TOMS Shoes? They have a simple mantra of "One for one," where for every pair of shoes that you purchase they will give a pair of shoes to a child in need.

One look at everything they do says 1) we care about these kids, 2) we care about our people, and 3) we are passionate about our shoes.

http://tomsshoes.com/

[Alan]

New Belgium Brewing Company, makers of Fat Tire Ale. Their saying is "Follow your folly, ours is beer." It started with a ride on a bike through Belgium, the creation of their flagship product Fat Tire, and continues with their commitment to sustainability and environmental stewardship.

[peter spear]

I've been thinking about the same thing and would have to say the list includes:

In N' Out Burger for the simplicity of the menu.
Wii for the social, friendly joy of the name & visual identity.

and, because i've been obsessing on what feels like the collision of infomercials and brand these beauties:

Jitterbug is baked in. cellphones for older folks losing vision & tech dexterity.
ShamWow! -surprising effective simplicity that wants to be bought.
FreeJack. ditto.

[Ian Vaughn Beamon]

In&Out pizza 4 the menu.
DS & Wii 4 the virtuality
plus the firefly and the jitterbug 4 the prices

Ian

[Robb Shurr]

Crispy Cream
Skullcandy
Speedo
Under Armor
Nike SB
Chrome Bags

It strikes me that the concept of Baked In is something that so many small brands start out employing and understanding, whether they're making bags or sandwiches. But as growth becomes necessary, they start to stray from their roots in order to find something to help them grow and they become wider, less deep, and lose that thing that resonates.

[jennifer]

How about the emerging overlap between business and societal good? Whole Foods, Ethos water, Greenbox... IMO, this is where the big innovation opportunity lies (which, of course, is why I started my new company.)

[jtwinsor]

These are awesome. Thanks for all of the help.

[Pete]

I always liked these chip packages:

http://lovelypackage.com/real-chips/

This sort of friendly style copy on everyday FCMG is not uncommon now. But these are done quite well.

[Kaycee]

How is the book coming? I saw on Twitter it appears you're getting close?

I sent Bogusky a few ideas...hopefully you guys got some great suggestions from his Tweet. One suggestion I had was Arbor - where marketing is baked into the company philosophy, product, packaging, distribution, collateral...

http://www.arborsports.com/merchant2/about.html.

Take care

[Tim Andren]

Altoids is the example I always go back to.

Tim Andren

[Kaycee]

One more suggestion. Flip Video. Great product. Has evolved since launch (specifically with personalization of product itself). Minimal to no advertising at launch. I have "Zach Morris" Flip from 07 but would love the new Mino. Good luck!

[jtwinsor]

Great idea. We have Flip in the book.

[bupssermews]

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The aim of all insurance is to compensate the owner against loss arising from a variety building contents home insurance of risks, which he anticipates, to his life, property and business. Insurance is mainly of two types: life insurance and general insurance. General insurance means Fire, Marine and Miscellaneous insurance which includes insurance against burglary or theft, fidelity guarantee, insurance for employer's liability, and insurance of motor vehicles, livestock and crops.

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[Duru]

Are you expecting the death ctatificree back for some reason? Not likely they will return it at all. The ctatificree submitted to them becomes part of the proof and part of the claim file. You can obtain multiple official copies of a Death Certificate, so there would be no need to send it back to you and there is a definite need to keep it in the claim file to show a proper investigation was conducted and the conclusions supported.Most insurance companies have file retention dates for claim files that are set when the claim is closed (paid or not paid) and most likely will last for the statutory period allowed to challenge a claim or start a law suit. My company retains claim files for a minimum of 5 years before it destroys the file, longer in many cases. (although I work for a Property and Casualty Company not a life insurance company).Living in different states wouldn't have much effect on things in the US, living in a different country might. What determines the length of the investigation is whether there is some question as to coverage under the policy and what information is required to resolve the question. It may also be that beneficiaries have to be tracked down and their identities verified. If they are easy to find, then less time is taken. These processes also depend on cooperation from the people and authorities involved. Most states have requirements that after a coverage determination is made either a declination letter or the payment must be issued within a certain time.

[Elisa]

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[Diana]

hello, for a person with good cridet score and living in state of Michigan the premium for 6month for only liability coverage the premium is $1673.00, and $2700.00/per 6 months for the full coverage.but this is the prices for Michigan state, in other states the rates are much better.hope this will helpReem AlnunuInsurance agentGreat lakes insurance Agency

[Vecky]

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[Nadja]

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[モンクレールアウトレット]

Appreciate this post. Let me try it out.

[Brigitte]

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