On the one hand, you want to have a single strong sentiment that's present every time consumers interact with the brand. On the other, you don't want that overall positioning to confuse the point of any individual piece of communication it may have to be attached to.
As this spot from Westpac demonstrates.
On it's own, it's quite a powerful spot - a message of social responsibility from a bank that takes serious credibility from the fact that it starts with a mea culpa. It's even making a unique claim.
But then comes the positioning line and cuts the whole thing off at the knees (that said, on its own it's not a bad thought).
So, what do you do when you have to cap a green message with one that promotes endless economic growth and rising living standards?
My guess is you stay very quiet during those awkward silences in the creative reviews and try not to look anyone in the eye.