Controlling the message a little too hard?

I was at the excellent EuroComm conference in Lugano last week. It's where Switzerland melts into Italy and you get the unique combination of food that seduces, views that drip with romance, yet the taxis turn up on time.  Not just on time - but to the second..
Anyhow - it wasn't all Chianti and cuckoo clocks - I did participate at some interesting sessions.
One was from Prof Cees van Riel of Rotterdam's Erasmus University.  He claims that the best way to communicate strategy is to constrain all senior executives to a tight script which they recorded and distributed on DVD throughout the organisation.  The idea is that when the senior execs hear their voices on screens around the organisation for days on end they start to use the same language in their everyday utterances.
Some in the audience bridled at this return to the less than liberal days of command and control.  But the Prof was adamant the practice worked wonders at Philips.  Can't see it catching on at Google...

Marc