Filed under: Branding, Inspiration, personal | Tags: agencies, agency, Branding, communications, growth, idea, Inspiration, jim taylor, marketing, mec, media, mediaedge, personal, personal growth, rigorous magic, steve hatchers, wpp
Personal Preface – It’s 4:55am on a Sunday morning – the naughty puppy is finally snoring (or rather, wheezing) under my bed, and the parents are sound asleep behind their closed bedroom door.
And, here I am, typing on my laptop, with the appalled realization that I’ve been so caught up with the day-to-day requirements of the job that I’ve forgotten for a while the ‘magic’ at the heart of this vibrant communications industry, which was precisely what I had fallen in love with as a fresh-eyed 17 year old
stumbling into ad world through a summer job. Most communications professionals, I believe, have been at that point in their journeys. Until they realize… hey, where the hell did that sparkle vanish to?!
Walking through the doors of MEC on my first day, I spotted the book ‘Rigorous Magic’ proudly displayed by the entrance. Being the hopelessly curious person that I am, while waiting for my desk to be set up, I reached out for it – ‘How the hell can something as ethereal as magic be rigorous anyway?!’ ’You can keep it you know’, our friendly receptionist quipped from behind me, to which I responded, ‘Really?! Thank you!’ and tucked it into my bag.
Co-written by Jim Taylor and Steve Hatch, brilliant minds within our MEC network, just tonight, when sleep wouldn’t come, I finally found the time to flip through the book, ‘Rigorous Magic’ to discover some interesting ideas about ideas! (Nope, that’s not a typo!)
Summing up the book ‘Rigorous Magic’ in one sentence?
A brilliant yet accessible discussion for all marketers and communications professionals on the world of ‘ideas’ – a realm that most of us have started recognizing as what lies at the core of great marketing and communications plans, but probably find it hard to understand because it seems too ethereal, subjective, emotional and intangible. Like ‘magic’? Yep, like ‘magic’. 
Different Types of Ideas
Just into the first two chapters of the book, I’m intrigued to read on by Jim and Steve’s rigorous but enlightening and lively discussion of ‘ideas’.
First they start off by delving into the characteristics of ideas (which I agree with): emotionally engaging, full of energy and media-neutral (i.e. they are flexible enough to be amplified through all forms of media, through the line).
Thereafter, the discussion journeys onto the eight types of ideas:
1. Advertising Ideas
Ideas that lie behind long term above-the line campaigns. Think: the mysterious man with the eye-patch that sold Hathaway shirts.
2. Symbiotic Ideas
Ideas where there is an interplay between the message and the media or context, which serves to reinforce the communication. Think: advertising Rexona (an anti-perspirant deodorant) in a crowded subway full of perspiring, tired, hot and bothered commuters.
3. Activation Ideas
Short-term exciting through-the-line ideas, often with an event or promotion at the heart.
4. Physical platforms
Physical territories for communication such as music, film, sport, etc that resonate with the brand’s target audience. Think: Absolut Vodka ‘owning’ the physical platform of contemporary art
5. Emotional Platforms
Broad emotional or cultural territories. Think: Persil (laundry detergent) ‘owning’ the emotional platform of ‘modern parenting’.
6. Brand Ideas
Ideas based on a brand’s point of view on the world. Similar to ‘emotional platform’ but with a point of view. For instance, Dove’s ‘Real Beauty is Individual’ brand idea that advocates a point of view on beauty, or adapting from the emotional platform of ‘modern parenting’ Persil started off with to develop the brand idea of ‘Dirt is good’ which resounds with a point of view on modern parenting styles.
7. Contextual Framework
This I don’t really get to be honest: Frameworks for understanding an optimal time when and a place where the message can be communicated
8. “Bloody hell that’s brilliant’ Ideas
To be discovered as I read on….
Strategic Ideas vs Executional Ideas
Strategic ideas live upstream and they drive communications consistency over time in an enduring, familiar and yet subtle but powerful way. On the other hand, executional ideas inform execution and implementation, and are easy to express directly through different channels and disciplines.
So which of the 8 ideas fall under strategic ideas and executional ideas respectively? Emotional platforms, brand ideas and physical platforms would fall under strategic ideas while advertising ideas, activation ideas and symbiotic ideas would fall under executional ideas. Of course the ideal relationship between strategic and executional ideas is that executional ideas should grow out of strategic ideas.
Interesting read and definitely helps to make sense of the ethereal and magical world of ‘ideas’ in a rigorous but accessible way.
Ending off on a more personal note, one line in the book jumped out at me that great ideas are often not by a stroke of inspiration but always about hard work invested by a team of dedicated people over time.
On an individual level, it’s a reminder to me about how important it is to keep reading. For many months now, sucked in by the day-to-day demands of the job, I stopped reading which also meant that I stopped being curious. Thankfully, I had brilliant people to learn from. But that’s no excuse to stop reading. Reading is so important for communications professionals, I believe, because it’s a channel through which we can learn from the best, from all around the world. More importantly, reading opens our minds to see the world through a variety of perspectives: vital for creativity and innovation. Great ideas are always about dedication and hard work, isn’t it? Including a dedication towards reading and learning.
In a broader sense, it hit home to me as well that great ideas are almost always developed by a team of dedicated people. Therein lies the absolute importance of team work and communication.
So here’s to 2011: A year of remembering the ‘magic’ behind this vibrant industry: ideas that galvanise people to action, the satisfaction from helping clients meet their objectives, teamwork, relationships and people, and last but not least, constant expansion of the mind through learning from brilliant people, whether are around you or people with a voice through the literature they produce.
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