For the past 20 years, marketing campaigns have evolved. Thanks to the internet, campaigns are well targeted (most of the time) and messages are well adapted to their crowd. Banners on websites, email campaigns (the least effective in my opinion), social networks, blogs, forums and Google search ensure that you get the right message at the right time.
Branding is more than a logo and tagline of a company or a product/game. It is the company’s promise, the company’s DNA.