Branded Content
"Branded content, also known as Branded entertainment and Product placement, is a relatively new form of advertising medium that blurs conventional distinctions between what constitutes advertising and what constitutes entertainment. Branded content is essentially a fusion of the two into one product intended to be distributed as entertainment content, albeit with a highly branded quality. Branded content, unlike conventional forms of entertainment content, is generally funded entirely by a brand or corporation rather than, for example, a Movie studio or a group of producers. However, it can be argued that this is just a new name for the same type of marketing that was pioneered by soap manufacturers in the early days of radio and television with the soap opera." (Wikipedia)
Traditionally, branding was seen as a push discipline — from the concrete, etymological root — the branding of the animal — to controlling buying behaviour through monological branding campaigns.
In the web 2.0 economy, content is said to be the new ruler of the realm. Brands and companies struggle for attention in what has been labeled the attention economy. So much content, so many products, so little time.
Being able to creatively and wittingly brand online content can be the shortest way to the consumer's heart.
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