My wife just told me an anecdote that's likely happened to all of us. Someone, innocently enough, goes to the deli. The counter-guy, for whatever reasons, thinks he knows the customer's name and starts calling him Edward. Only Edward isn't the customer's name, but to the counter-guy the guy is Edward. Three times a week for the next couple of years the customer goes into the deli and is greeted with, "Hey, Edward, how goes it?" In the reality of the deli the customer is Edward.
There's a lesson in here about brands. How you are treated by a brand effects your perception of the brand. Different treatments by media only lead to confusion.