The central strategy of Branded Content is to transform the brand into content, experience and emotional involvement.
Consumers want to rest, as well as entertainment, information and learning. And that is exactly what Branded Content does when it produces an advertising discourse from other languages, such as literature, journalism, music and cinema. Thus, he creates a space of truth where the brand naturally manifests itself.
Branded Content, when it is developed for television or cinema, seems to make explicit the maturity of the tie in, also known as editorial merchandising. It's almost an evolution, it doesn't replace it. It's a new formula for traditional product displays.
In this way, Branded Content must bring the brand's DNA and be aligned with its business purposes and objectives. It is important that this material is developed in a targeted way, with foundation, information, data – this way it will be even more accepted by the public, who will understand that this is an experience designed for them.
The contents can be produced in the language of theater, cinema, literature, comics, music, architecture and visual arts. Regardless of the form, what matters in this case is creating them (and how) for brands.
