In the age of people power we seem so incredibly focused on branded content as a means to reach people.
In reality, people curate their own content and they often prefer authenticity over cleverly crafted brands woven throughout.
If the brand has a purpose and it is an enabler, then it makes sense.
So often you see brands shoehorned into an overly produced segment which is trite and quite frankly a bit embarrassing.
What do you think? What is your preference?
We really need to return to the era of entertainment. People have always and will always want to be entertained.
We need to not make things overly complex, does the brand have a real purpose and a reason to do this.
Are we doing this to be cool and win awards.
What is the real motivation?