02688nam 2200625 a 450 991082995870332120230721030057.00-470-68741-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)AdvertisingCommunication in marketing.Brand name products.Branding (Marketing)Advertising.658.8658.802Taylor Jim1964-89664Hatch Steve1634263MiAaPQMiAaPQMiAaPQBOOK9910829958703321Rigorous magic3974394UNINA