TV used to be king - every other brand touchpoint told the TV story in their own way.
Then we had media neutrality - again one message across all touchpoints - but this time the idea was not (necessarily) born on TV.
Now we're (Grant, Davies) talking about embracing complexity and multi-messaging across the different touchpoints to build to a rich gestalt of brand meaning, albeit orientatied around the same strategic core.

Faris wonders about the media planning implications here