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Rigorous Magic: Communication Ideas and their Application

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In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions.

Rigorous Magic  answers these questions, bringing science to the art of ideas. Jim Taylor and Steve Hatch dispel the myths around communication ideas and create a practical ‘road map’ for marketers to select which types are best for their brand to compete. Only through a rigorous process of cataloguing and evaluation can ideas truly be understood - and the right ones selected to change consumer behaviour in today’s global, multi-channel marketing world.

 

Author(s): Steve Hatch, Jim Taylor
Publisher: Wiley
Year: 2007

Language: English
Pages: 304

Rigorous Magic: Communication Ideas and Their Application......Page 1
Contents......Page 9
Foreword......Page 11
Preface......Page 17
Acknowledgements......Page 25
1: The heart of the matter......Page 29
2: The evolution of magic......Page 43
3: With an eye to execution......Page 75
4: With an eye on the contextual......Page 101
5: With an eye to strategy......Page 121
6: Beyond strategic vs executional......Page 139
7: Inventing a brand: the ‘KR Bar’......Page 153
8: Communication combinations......Page 165
9: Knowing your ‘HOCOs’......Page 189
10: Generating ideas......Page 209
11: Judging brand ideas: trout or trolley?......Page 253
Epilogue The era of rigorous magic......Page 287
Appendix......Page 291
References......Page 297
Index......Page 299