Read the following words aloud as quickly as possible.
Then say the colour of each word at the same speed.

yellow yellow blue blue
yellow green green red
red white yellow blue
blue black white green
red green green yellow

Source: Wie Werbung wirkt – Erkenntnisse des Neuromarketing, Christian Scheier, Dirk Held, Rudolf Haufe Verlag, 2007, S. 62

Almost everyone finds the second task difficult because the words do not correspond to the actual colours.
The same happens with corporate and brand communications when message and form are not consistent throughout
the communication strategy: unconscious elements conflict with conscious perception.
In order to communicate effectively, both of these levels have to be targeted in a coherent manner.