Did organizations ever think of the fight their brands would have to put up when it came to Mind-Space? Some probably did, some didn't. The constant clutter in the consumers minds caused by the terrible bombardment of communication.
How to go about it is a major question. You see brands going wrong with their communication all the time. Is it that tough or just a bunch of incompetent people sitting in the Marketing Communications Departments? What goes wrong? How do you get it right? Questions that seem to be very tough to answer when you sit down with a pen and paper.
Its all about getting the basics right. All you need to figure out is an identity for brand. Treat it like a person and the people (TG) he/she converses with. Once you have figured that out, you will know exactly what the person has to say to the people around in order to make an impression. Having done that you will have what it takes to stand out and capture Mind-Space as you are clear about your brand and will communicate exactly what needs to be heard.
The processes are longer and yes there are many intricate details that follow but none of them can go right if the base isn't firm.
