An effective campaign needs to run all the way through a brand. For example, Carl’s Junior has plenty of sexy, racy commercials, but when you go eat at one of their establishments, that edginess doesn’t carry through. It just looks like an ordinary fast food joint. Another example is Quiznos attempt at edgy commercial spots. But again, an ordinary, if not drab, looking restaurant.It can’t just be window dressing. In order to be truly effective, a campaign needs to penetrate the brand through and through.