Rigorous Magic: Communication Ideas and their Application

by Steve Hatch, Jim Taylor

Overview

In the world of marketing, communication ideas are talked about endlessly and revered for their magical ability to affect how consumers think, feel and behave towards brands. Despite this, they are poorly understood. How many types of communication idea are there? What are their characteristics and differences? How should you use them? And what makes a good one? Most people in the business simply cannot answer these questions.

Rigorous Magic puts this right. It dispels the myths around communication ideas and creates a practical ‘road map’ for advertisers and marketers to select which types are best for a brand to compete in a noisy and competitive market. Only through this process – of cataloguing, evaluating and building a form of architecture – can we truly begin to understand ideas.

Our industry has too many and, at the same time, not enough ideas. Too many brand ideas, advertising ideas, execution ideas, activation ideas, promotional ideas… and not enough “bloody hell that’s brilliant” ideas. Written by expert practitioners, Rigorous Magic brings a new and universal language to the discussion. If you’re looking for new thinking that will help you quickly identify and execute the right ideas, then this is the hands-on perspective you need.

Product Details

ISBN-13:	9780470687413
Publisher:	Wiley
Publication date:	08/19/2009
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	304
File size:	3 MB

About the Author

One of the most beautiful buildings in the American Mid-west is the Milwaukee Art Museum.  It is a fantastic piece of modern architecture, and from a distance with its winged roof, it looks like a great bird perching on the shores of Lake Michigan. Inside it’s no less impressive. Walking around it you get the distinct feeling that you’re entering into another world, a world combining both rigour and magic. The picture of the corridor shown on the front cover, taken inside this amazing museum by photographer Kieran Negoda, brings this to life.
But to Steve and Jim the picture is more than just a visual metaphor for the name of the book. It’s also a place in which they’ve experienced a lot of the issues that are dealt within this book as it’s here that they’ve run several idea workshops for SABMiller – the global brewer that has its North American headquarters in Milwaukee. And in many ways, the building represents the business of creating ideas – inspirational, visionary and yet, at times, utterly frustrating.
Steve and Jim both have both spent their careers working separately – Steve at BMP and PHD, Jim at McCann, Ogilvy and Nota Bene – but they have now both have found a natural home for themselves at the WPP media agency, Mediaedge:cia – Steve as joint Managing Director of Mediaedge:cia in the UK, and Jim as Global Director of Communications Planning and also Regional Director of Retail for Europe Middle East and Africa. They have increasingly overlapped in their careers on the SABMiller business; a business which has taken them all over the world. This journey hasn’t been one of sterile airports and hotel rooms, rather it’s been one in which they’ve really experienced the different markets…from working at the Praha hotel in Prague, a bastion to communism designed to be the place for ‘the last stand’ (with the tanks on the lawn) when capitalism came rolling into town, to going to saunas in the Russian countryside in -30 degree conditions, to talking to hostel dwellers in the townships of Johannesburg to arguing with unscrupulous cabbies at 2am in Bucharest. Most importantly, it has afforded them some of the most interesting planning work that you can imagine and given them a huge experience in the world of ideas. As a result, they’ve become fervent believers in the role that communication ideas play at the heart of modern marketing.

Table of Contents

FOREWORD.

PREFACE.

ACKNOWLEDGEMENTS.

1 THE HEART OF THE MATTER.

2 THE EVOLUTION OF MAGIC.

3 WITH AN EYE TO EXECUTION.

4 WITH AN EYE ON THE CONTEXTUAL.

5 WITH AN EYE TO STRATEGY.

6 BEYOND STRATEGIC VS EXECUTIONAL.

7 INVENTING A BRAND: THE ‘KR BAR’.

8 COMMUNICATION COMBINATIONS.

9 KNOWING YOUR ‘HOCOS’.

10 GENERATING IDEAS.

11 JUDGING BRAND IDEAS: TROUT OR TROLLEY?

EPILOGUE THE ERA OF RIGOROUS MAGIC.

APPENDIX SUMMARY: DEFINITIONS OF THE TYPES OF IDEAS.

REFERENCES.

INDEX.