A new communication strategy requires a bold effort of re-defining the market. Whether you are a market leader or the second best competitor, an emerging actor or a declining one, new threats are raising not only from competitors, but from alternative ideas and decreasing effectiveness of traditional marketing tools.

Who are you in competition with? Same industry? Similar institutions? Are you threatened by media bashing or media indifference? Yes, but that's not it. Yes but that's not all. Yes, but there's more to take care of.

In fact you are in competition for a slice of your public's attention. You are in competition for a slice of the limited amount of time and interest your target group is prepared to offer. You are in competition with all the means (media, events, issues, people, organisations) struggling to get the same attention.

Communication strategy is about building long term healthy identity.