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In the world of marketing, communication ideas are talked about endlessly and revered for their magical ability to affect how consumers think, feel and behave towards brands. In spite of this, they are poorly understood.

"Rigorous Magic" dispels the myths around communication ideas and creates a practical 'road map' for advertisers and marketers to select which types are best for a brand to compete in a noisy and competitive market. Only through this process - of cataloguing, evaluating and building a form of architecture - can we truly begin to understand ideas.

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