What happens when every thing and every place is a potential touch-point for a brand to engage with consumers, interact with them, give and receive information ... and even fulfill experiences? What are the new rules of engagement in a “post-media” world where every thing could be “the message?” Enough with the usual rote IoT examples about your refrigerator automatically contacting the supermarket to restock itself -- what will the organizing principle need to be for branding and advertising in a sublimely connected world where distribution, media access, data and content are no longer barriers to enter the consumer’s mind?