Brands interact with clients across 16+ channels

Surender S
Dec 18, 2025

Brands engage with customers on “surfaces” (more commonly known as channels. Marketers want these surfaces to carry brand experiences that are relatable and memorable.

Customers often engage with brands across many surfaces so the persistence of brand experience in a manner that is consistent is not easy because each surface or channel is unique and demands specialisms that pertain to the characteristics, strengths and shortcomings of it.

For example, one could place an advert on a print magazine that contains a picture and copy (text) but clearly one can embed video and sound on such a surface. A TV channel can carry rich media comprising of copy, video, CGI, photo and sound. For a company that relies on games/sports (events) the surface is the stadium.

Brand experience is delivered on surfaces such as:

Print
TV
Radio
Print
Email
Websites
Mobile apps
Internet appliances (cars, kiosks, IoT, devices like Alexa)
Gaming
Packaging
Billboards (OOH)
Stores
Voice (call centers)
Events
Humans
Metaversian worlds

Every marketer has to carefully plan how he/she will spend their budget on surfaces that will give them the best ROI.

At our agency, Boldest, we spend much of our time thinking about sustaining brand experience across commonly used surfaces. Come speak with us and we can explore some ideas together.

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Overview

Brands engage customers across 16+ diverse channels, each with unique characteristics, strengths, and limitations that require specialized approaches to deliver consistent brand experiences.
Maintaining the persistence of brand experience across multiple channels is challenging because each channel requires different technical capabilities, ranging from static print to rich media such as video and sound.
Strategic budget allocation across surfaces requires careful planning to identify which channels will deliver the best ROI for reaching and engaging target customers.
Sustaining coherent brand experiences across commonly used surfaces from traditional media to emerging platforms like metaversian worlds is a core challenge for modern marketers.