Different channels communicate conflicting positioning or promises.
When your ads say one thing, your website says another, and your emails say a third, you're not running integrated marketing — you're running three separate brands with no coherent voice.
Ogilvy: "Every advertisement should be thought of as a contribution to the complex symbol which is the brand image." Jobs: "we have to be really clear on what we want them to know about us." Three channels saying three things means nobody remembers any of them.
• Different promises on ads vs site
Owned — Website promises differ from email messaging.
Earned — Influencers describe a different value prop.
Paid — Ads overpromise relative to site.
Analytics — High bounce rate from paid traffic.
AI — Different prompts produce inconsistent tone and claims.
• Centralize messaging framework
