You might know of Einstein's remark, "God does not play dice with the Universe." That was his way of saying he believed there was an underlying order to things. Translating Einstein's universe to our marketing cosmos, I believe this: agencies (and clients) should stop playing dice with their brands.
Every day I see this. Evidence of clients or agencies who do beautiful "brand" work only to cancel out at least a portion of that work through "direct" ads, fsis or a website not suitable to wrap a dead fish in.
The silo strikes again! Artificial differentiations between (or metrics for) "brand" work, or "direct" work or "consideration" work ruin all work.
It's all one brand.
I guess Einstein would call that the Unified Brand Theory.