When it comes to creativity, the concept of cycles and epochs can’t be ignored. There’s a duality to the perception of the creative unknown. For example, fashion is often viewed as being cyclical; whatever was in style before will be in style again. Conversely, those who cannot remember the past are condemned to repeat it.
Within those omens, however, lie the road map for conquering the creative unknown. It is in this context that we like to think that magic and marketing collide – at the crossroads between art and science. What was once called magick is now called advertising, art, content, and experience. Marketing, like magic, is a technology.
"We have invented nothing new"
We believe that the key to unlocking the unknown future can be found in patterns from the past. For example, upon viewing the cave paintings in Lascaux in France for the first time, Pablo Picasso reportedly had remarked that "we have invented nothing new".
It is then that you may realise that magic is present in our every day lives, for example what is a spell? Is it combination of words, images, and sounds to invoke a specific feeling or outcome? In that case, a spell can be a song, a film, and painting, a dance, or any expression of intent to cause change. This, for example, is what links grammar (structure and composition of language) with its root word grimoire (a book of spells).
Everything is cyclical. What came before, will come again and in creative or marketing circles, this can be referred to as rebranding. While the content may differ, the processes remain the same. After all, isn’t magic just the art and science of causing change to occur in conformity with will?