We all know what brand, branding and brand strategy are. At 
  Bennett Marketing & Media Production, we believe a company’s 
  brand is built on the customer experience. Aside from the actual use 
  of a product or service, the customer experience is created via 
  “touch points,” or delivery channels (Internet, face-to-face, phone, 
  direct marketing, etc.). When a customer has a great experience 
  with a company’s delivery channel, that great experience is 
  absorbed into the customer’s brand loyalty psyche – the ultimately 
  desired effect of branding.

  But delivery channels need to be integrated. Most customers use 
  more than one: paying bills via the Internet . . . receiving rebates in 
  the mail after making an in-store purchase . . . finding a local dealer 
  or product information via the Internet . . . or checking a catalog 
  order status via the phone. Before, during and after the purchase, 
  each customer experience associated with each delivery channel 
  needs to create the best possible effect on the customer’s brand 
  loyalty psyche. And when you consistently deliver great experiences 
  with every delivery channel, you get customer intimacy. We believe 
  this is what channel integration is all about.