I have been searching ways to untangle the theory-jungle of integrated communication, and figured some ways to put all those in a lucky charm! I think I found this finally. It’s in 3M: Mind, Message, and Media. Yes, it’s easy and simple, only if you can make it so!
The first thing to know, is to understand your target audience’s Mind. Who, What, when, why, where, and how they think. To whom they put their attention. Then a Message is designed so that it near-perfectly snaps into the mold of audience’s mind. A message is designed by reflecting differentiation proposition, type(s) of appeal, and execution style(s) appropriate with the story that you are trying to fit into. The last one, and an extremely important one, is the Media strategy. Who, What, when, why, where, and how media related issues would be planned and implemented. If you can practice this, you could probably master the art of brand communication.