02721nam 2200637 a 450 991014358500332120170816121641.00-470-68741-X1-119-20923-41-280-85599-197866108559950-470-51187-7(CKB)1000000000357156(EBL)292590(OCoLC)437178641(SSID)ssj0000238375(PQKBManifestationID)12029752(PQKBTitleCode)TC0000238375(PQKBWorkID)10222360(PQKB)10449292(MiAaPQ)EBC292590(EXLCZ)99100000000035715620070212d2007 uy 0engur|n|---|||||txtccrRigorous magic[electronic resource] communication ideas and their application /Jim Taylor & Steve HatchHoboken, N.J. Wiley20071 online resource (306 p.)Description based upon print version of record.0-470-02601-4 Includes bibliographical references and index.The heart of the matter -- The evolution of magic -- With an eye on execution -- With an eye on the contextual -- With an eye on strategy -- Beyond strategic vs executional -- Inventing a brand : the 'KR bar' -- Communication combinations -- Knowing your 'HOCOS' -- Generating ideas -- Judging brand ideas : trout or trolley?.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. OCommunication in marketingBrand name productsBranding (Marketing)AdvertisingElectronic books.Communication in marketing.Brand name products.Branding (Marketing)Advertising.658.8658.802Taylor Jim1964-89664Hatch Steve962276MiAaPQMiAaPQMiAaPQBOOK9910143585003321Rigorous magic2181912UNINA