In achieving an effective “surround-sound” distribution of messages and branding, we must consider where consumers are interacting with media, how their utilizing various platforms (e.g., social, mobile, advertising, etc.), and where specific brands can successfully be integrated. For there to be seamless results with increased profit, collaboration among the creative vision and execution is essential. The trend of people connecting with and depending on each other online is clearly accelerating, and a large part of this is user-generated content which can unintentionally lead to misperceptions. With the explosion of social media and massive user communities, like Twitter and Facebook, the keepers of the brand are now the users. Messages that once took days to travel now can be broadcast to millions with a simple tweet or status update. This is where understanding makes the difference when developing a complete campaign that successfully reaches each target while remaining cohesive rather than coming across as fragmented elements.