Here´s a thought. Singular theories don´t reflect the world correctly. Accuracy is by nature plural. Human behavior is irrational and tend to act based on association streams. You can optimize for certain commonalties, but still need to adapt your message to various crowds and places.
If I say wedding a certain list of association will appear in your mind. But based on location, religion and other elements weddings certainly can´t be predicted to a singular experience. If you were invited to one, there would be an instant need to know more than the word wedding for a maximum adaption of your role in the festivity.
Same goes for all kinds of communication, even marketing. Perhaps marketing plans tend to fail or at lest be flawed because the plan is based on a singular theory and have no room for adjusting to the event.
Hmm, that was more than one thought. Never mind, I think I am onto something. Agree or disagree?