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Books Related to Rigorous Magic Steve Hatch, Jim Taylor - ISBN: 0470026014
If you work in communications - you must read this book - Rated
Rigorous magic is the first book I have come across that succeeds in putting some method around the madness of Communications Ideas. Every brand it seems these days must have/wants to have/needs to have/thinks they have a Big Idea. Yet it practice, most brands appear to masquerade advertising concepts or a creative idea/theme as the brands Big Idea. No doubt such an approach used to be viable however nowadays this is no longer the case.
By identifying the different types of ideas out there in the real world of communications, one is able to see quite clearly what is what. It is only when a framework such as proposed in the book is referenced that one can accurately understand where an idea sits, and perhaps more importantly, the implications for communications therein.
The book includes an interesting section on creating a brand - where the authors put to the test their own thinking. I'd be surprised if they or someone else doesn't actually go and create the product.......it is that good the thinking that I am of no doubt that it would be a winner.
Whilst the book doesn't answer the question as to who or what discipline is best placed to generate ideas - perhaps that is the authors intentions not to. One thing is for certain however, this book gives all involved in communications a right to be involved in ideas, regardless of discipline - and should also finally signal the death once and for all of ideas being the sole remit and domain of creative agencies. Thank goodness for that!
