As discussed throughout this book, the customer journey is no longer evidently linear and easily predicted. With so many media and channels that can be used as a path to purchase, not only has the customer journey become longer, but it has also adopted multiple functions. People use branded channels also to interact with brands and others, to be entertained, to be informed and have many other objectives. Clearly, branded channels are not used only for shopping. This phenomenon suggests that consumers have a higher sense of awareness and these purchase decisions are not dictated by brands.