Branded to the Core?

I was very conflicted listening to one o the groups present today in class, Veritas to be more specific.  On one hand, I really liked the creative executions they were coming up with.  The puzzle print ad idea was something I could get behind.  I believe that this idea related to UNIQLO because of the various interchangeable basics that the company offers.  But nowhere on the ads was their Big Idea:  Conquering your wardrobe.  Although puzzle pieces can be used to represent the clothes that UNIQLO offers, does that really tie into "Conquering your wardrobe"?  Another creative execution the group came up with was a somewhat candid approach of picking up people off the street or any other public place and explaining what UNIQLO can do for their wardrobe by a mini makeover.  I believe this relates a little closer to "Conquering your wardrobe" or at least I can understand the direction they were going in.  But even with this execution, the big idea wasn't added in the slide anywhere!  They included some other tag line instead.

Now my issue with all of this is that a concept that is stressed in class is consistency.  With all of the variation in the creative execution and lack of consistency, the consumer can be easily confused and your big idea can become lost in the mess.  If you really want people to understand your big idea and how it envelopes your brand, you must show consistently using different executions how your big idea is your brand.

Now, like I said earlier, I like their creative executions but they just didn't tie into each other.  Consistency is key when convincing a consumer of who your brand actually is.