When I started in advertising only TV, print and outdoor were considered branding. Today everything is branding, from the hover states on your company website to the way you respond to social posts. Mass media still counts, but it's only one small piece of the package. I'm interested in all the pieces, especially as they relate to the big strategic picture. I'm a San Francisco guy who has lived in NY and LA and somehow ended up in Detroit. I spend a lot of my time freelancing on both coasts.