Trends Report

Adding Branded Content To The Mix

December 1st, 2009
MK
Mary Beth Kemp
With contributors:
Kim Le Quoc , David Card , Nick Thomas , Jean-Yves Lugo , David Cooperstein

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.

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