I was lucky enough to be asked to review a brand new book just released called Baked In – written by Alex Bogusky and John Winsor from the world’s best agency CPB. It’s about ‘baking’ marketing into your product. I’m about half way through and will be posting a full review on Monday. So far, so good, it’s really interesting and am especially loving the commentary on how brands can tap into cultural conflicts/tensions. More to come.