Rigorous Magic Communication Ideas Under the Microscope

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.Hatch, Steve is the author of 'Rigorous Magic Communication Ideas Under the Microscope', published 2007 under ISBN 9780470026014 and ISBN 0470026014.