Like people, many brands at some point wish they were other than who they are. They look around and see a host of new brands who are cooler than they are, better looking, or having more success. They wish to have a different "brand self." So they attempt to make themselves into something different. But both failure and success at these attempts can lead to despair.
Brands usually have a lot they want to say. Because of this, they often approach communications with the odd assumption that you have an unlimited attention span, interest in all things "them", and an ability to listen to 6 different voices all at once.