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This has several implications for marketers:
1) Advertising campaigns should use creatives in different media channels that are easily recognised as being part of the same campaign.
2) Although Ehrenberg Bass Institute advocates that Distinctive Brand Assets should be chosen based on being meaning-free, there is also an argument that they should be part of a 'brand system' with strong links between all the elements (both semantic and aesthetic).
3) Brands should look for opportunities to create distinctive, memorable experiences that involve different senses (Lush, for example, leverages smell to great effect; Kellogg's has engineered its cereals to have a particular crunch - including mouth feel and sound - and reinforces this via sound effects in its advertising). Martin Lindstrom argues for this in his book 'Brand Sense'.