I heard this phrase on “Under the Influence”, it was utilized by a municipality that was aware that they had no single brand or image and that they addressed their past marketing as “random acts of marketing”.
I have to admit, I am aware of a hundreds of small and medium sized companies that do exactly the same thing to grow their businesses. I am sure if I was not fearful of what I would find, I could accuse myself of the same thing.
The concept of a single simple clear message under a single banner, is a daunting thing to come up with especially for small businesses. A business that the owner lives and breathes every minute of every day, many be lost among the trees to see the forest. Let alone name and market it.
We struggle with it ourselves, our mission is to assist small and medium sized business owners obtain their goals ethically.