The notion of a brand “earning” an impact on consumers was rarely discussed 10 or 15 years ago. The role of media was to provide the content and context in which to place brand messages. But as consumers gained ever greater control over their media usage, starting with the TV remote control and then with DVRs, laptops, and mobile phones, the notion that people’s everyday conversations about brands were worth paying attention to started to develop. For it is in these naturally occurring moments that advertisers can see how much their brands have “earned” consumer awareness, liking, preference, or other effects outlined in Chapter 3.