The concept you are looking for here is “integrated marketing communications”. Taught in every b-school going past that runs an advertising class. It’s “brand as totality of the customer’s experience of the company” as a concept which has been taught in marketing since at least the 1990s (which is when I first met it). Social media made it easier for the transparency to happen from the non-gatekeeper mediated platforms, but the brand as whole of firm behaviour is a concept older than widespread internet. It’s nice to see it get out and get some impact again.