We've all had a disjointed experience with a company, brand, individual or at an event. Whereby what we experienced was not what we expected, and what we actually encountered was very different from what we perceived (heard, saw or read). Relating this to today's companies and/or brands, in my opinion it means they missed the mark and the strategy and/or the implementation requires more attention to detail.
Honing an intentional clear and consistent message, then refining this across all touch points is a vital component in the strategy.