"The old way of selling was to create safe, ordinary products and combine them with mass marketing. The new way is to create truly innovative products and services, and build the marketing right in. But how does an association’s brand make the transition from old to new? According to advertising guru John Winsor, it starts with the realization that the message is not the product, the product is the message. Based on his book Baked-In, learn a step-by-step guide on how your association can adapt and thrive in this brave new world. Hear how these guidelines have successfully marketed some of today’s most important brands, including Google, Nike, Microsoft, Patagonia, Toyota, and Burger King. Discover how to utilize tools such as product design, brand history, internal collaboration, and the new tools of digital technology — YouTube and the Web in general — can help your organization succeed in the 21st-century marketplace.

John Winsor is the respected author of Spark: Be more Innovative Through Co-Creation, Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business, and is co-author of Baked In: Creating Products and Businesses That Market Themselves. He is the founder of the newly launched company Victors & Spoils, the world's first creative (ad) agency built on crowdsourcing principles. "