Having accepted the premise that ‘everything is media’, there is a corollary rule that goes with it at CP+B: ‘everything is branding’. The old way of thinking was that a person’s impressions of a brand could be formed and shaped by advertising alone, but that view has given way to a new, more holistic one, recognising that there are countless opportunities for contact between a brand and a consumer. Each one of these ‘touch-points’ - which can occur on the street, in the store, on the phone with a sales rep, in a bar talking to other people, on the Web, or wherever - all contribute to shaping the impressions and attitudes someone has about a brand. They are all connected to one another (or should be) because they are all part of the same unending story of a brand.
Hoopla, by Warren Berger and the CP+B crowd
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