For CMO & Marketing Leadership Professionals

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	December 1, 2009 Adding Branded Content To The Mix by Mary Beth Kemp with Kim Le Quoc, David M. Cooperstein, David Card, Nick Thomas, Jean-Yves Lugo	Average: 8  (4 ratings)

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Executive Summary

Procter & Gamble (P&G) launched its own record label, and Unilever produced its own soap opera. These efforts shouldn't come as a surprise as companies seek to grab the attention of consumers in nontraditional ways. The production of branded content — topical content that is created by a brand — is a powerful means to reach consumers who have become immune to traditional advertising. But the production of a cool piece of music or the release of a viral online video does not equal a successful branded content strategy. As with the rest of the marketing mix, branded content needs to be consistent with the broader marketing plan and deliver a message to a specific audience. This report lays out the steps required for marketers to integrate branded content into their strategies.

TABLE OF CONTENTS

• Branded Content: A Hot But Elusive Strategy
• Key Steps To Defining The Right Branded Content Strategy

RECOMMENDATIONS

• Plan Branded Content According To Your Readiness
• Supplemental Material
• Related Research Documents

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