How is Branding Evolving?
Amazon understands all of this better than anyone. They have a wide and effective network presence - their social media of course, but also just take a look at the bottom of Amazon's home page; their network of other sites and services is diverse, and impressive!
The most important part of branding, more than anything else: listen to the customer, and do so across your entire network.
Every Company is now a Technology Company
No one can achieve scale without having a significant investment in their network: their presence online (sites, social media, their actions off-site, and so on); their API's and other downloadable code; their own approach to creative advertising that 'does not seem like advertising', and more.