Corporate consistency?

Having worked on both brands I'm intrigued at just how much traction the criticism exemplified in this film towards Unilever's mixed messages will gain in the public consciousness. What happens when holding companies become more visible than the brands they operate?

"If the web has allowed us to find out everything about anything, what happens when enough people with a point of view start to join the dots between very different brands and the businesses that own them? How important is corporate consistency then?"