In The Brand Gap, Marty Nuemeier says that a brand is not what you say it is, it’s what your audience says it is. I think you could apply the same thought to messaging. You might send out one message, but your audience doesn’t get that message, and, instead, gets a completely different one. Such is the case with Toronto’s Better Buildings Partnership. They recently sent out a 1 page press release to help promote energy conservation. Only problem is that the one page release had about a pound worth of paper and plastic just to send it. Check the entire story out here. It’s a good example of making sure your message is cohesive, from what it says to how it says it.