I think branding is everything in certain ways, and sometimes (impulse) it doesnt really matter at all.
how branded is 'BangBus'?
the word itself is worth hundreds of thousands (i think)
but ask , does 'BangBus' need to be branded or is it shock (impulse) which dictates a programs oversaturation.
branding sort of just 'becomes' do to what you do.
