In the age of butt-naked transparency, integration simply isn't enough.
In the past, a brand could be separate from the corporation. Today, there has to be integrity between the philosophy of the company and the brand's communications. In the best cases, the philosophy of the company is what defines the brand. The philosophy has to be big, broad and timeless. It has to be robust enough to enable evolution.
Overarching purpose and a framework for the enterprise guides a company and ensures authentic communication.