You can let the consumer go as deep as they want, asking questions. That is very much a branding experience. I think you can use this medium very well for branding. People just have to think about where they're placing these ads and the goals they're hoping to achieve. I think the world has gotten confused with the idea that it's either branding or direct marketing.
Direct marketing is just a way of talking to people.
All of these experiences create branding. L.L. Bean was based on direct marketing, but it was a strong brand name across America before they did any advertising. First I have a family, and that's clearly the center of my life. I have two children. They're grown, but still they're the center of my life, and my husband and my two dogs, Boomer and Willie.