According to an article on Contagious, the definition of branded marketing coined by Oxford Brookes University and Ipsos MORI, where “branded content is any content that can be associated with a brand in the eye of the beholder”, doesn’t really tell us anything.
Although Cannes Lions, the Oscars of advertising, have a Branded Content and Entertainment category, there’s very little consensus on what branded marketing is. Even when heads of agencies speak about it, they use different terms, and different analogies and comparisons to try to explain it. When it comes to branded content, it seems that adopting it is more important than defining it. What defines your brand?