Schizobranding

I know two guys named "Tommy."

One is funny, cheerful, and charming. One is sullen, negative, and unpleasant.

The name "Tommy" has no singular meaning for me. It denotes two different people who are completely unrelated.

I know two companies named "Taco Bell."

One is on television. It is clean, cheerful, and makes nice looking food.

One is in my neighborhood. It is dirty, disgusting, and I would never consider visiting it.

The name "Taco Bell" has no singular meaning for me. It denotes two different things that are completely unrelated.

The people who are spending money to reach me with a message about the tv entity called "Taco Bell" don't realize that it has nothing to do with the store called "Taco Bell" in my neighborhood.

Companies are getting more sophisticated at marketing and more inept at operations. The result is schizobranding. They are promoting something that has the same name, but is disconnected.

Just as I can easily have places in my brain for two unrelated things called "Tommy," I can also have places for two unrelated things called "Taco Bell.