One of the quickest routes into the heart of a consumer is an engaging story. Ideally it's not a fairytale, but a true story - one that demonstrates why the brand is unique & compelling. Brands are now part of everyday life and consumers want to connect with companies. There has never been as many media opportunities to tell your story. However, consumers have less interest in being sold to, which makes the need for authentic messaging and organic execution essential. "Brought to you by" isn't enough. And overt 'bite and smile' content that loudly calls out out the brand and shows your brief does more harm than good. Success starts with development of an idea versus 'band-aiding' the brand identity to fit a media buy or third-party story. 

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Effective Branded Entertainment is entertaining while baking the brand's values into the foundation or through line of the story. Be entertaining. Be real. And be present.