What it says on the tin
A brand has to be complex enough to allow for a wide range of messages and styles of execution in its communication. While its personality, beliefs and values should always shine through, that does not mean adhering to a style guide or repeating a single-minded message. Think of it like this: who wants to hang out with someone who repeats themselves endlessly? Or someone who wears the same clothes every day?
A brand should have a manifest based on a worldview, not merely a proposition based on a single insight.