Rigorous Magic by Hatch, Steve -- Read -- Imperial Library of Trantor

Index

Title Page Copyright Page Dedication Foreword Preface

Clearing the fog Labour of love In the footsteps of eccentrics Who are we?

Acknowledgements

From the two of us: From Steve: From Jim:

Chapter 1 - The heart of the matter

Selling ideas What are communication ideas and what do they do? So what the hell is a ′Big Idea′? Why communication ideas are more important than ever The fear of exposure

Chapter 2 - The evolution of magic

Stage 1. Pre-1980. Advertising ideas only Stage 2. 1980-1995. Advertising ideas amplified Stage 3. 1995-2002. Through-the-line confusion Stage 4. 2002 onwards. Brand ideas rule The seven main types of communication idea The three main categories of ideas

Chapter 3 - With an eye to execution

Activation ideas SBAB vs the big four (Sweden, 2001) Wilkinson Sword and ′DaRE′ (France, 2005) Mars and ′Believe′ (UK, 2006) Yahoo! and ′Who made the supermodel pregnant?′ (Taiwan, 2005) Key attributes of activation ideas Symbiotic ideas Advertising ideas

Chapter 4 - With an eye on the contextual

Media properties Three key types of contextual framework Assessing contextual frameworks Case study. Domestic violence (UK) and ′Private conversations′ Contextual frameworks that migrate

Chapter 5 - With an eye to strategy

Brand ideas Physical platforms Emotional platforms

Chapter 6 - Beyond strategic vs executional

The zone Head-heart energy Consumer response Relative energy and longevity Ability to direct activity

Chapter 7 - Inventing a brand: the ‘KR Bar’

Physical platform Emotional platform Brand idea Advertising ideas Activation ideas Symbiotic ideas Contextual frameworks

Chapter 8 - Communication combinations

Nike Axe Red Bull Bisto Yorkie

Chapter 9 - Knowing your ‘HOCOs’

Higher order communication objectives (HOCOs) Focusing on the right objective Where are you coming from?

Chapter 10 - Generating ideas

The seven deadly sins of origination The four great vices of judgement The sinners The right mix for the right idea Developing strategic ideas Four techniques that work well in generating strategic ideas Developing executional ideas Workshops A final word

Chapter 11 - Judging brand ideas: trout or trolley?

Understanding the elements The seven qualities of trout Some practical assessments Developing a new brand idea A new way of working Consumer research

Epilogue Appendix References Index