This document discusses the need for brands to move from traditional marketing approaches to brand-aligned entertainment strategies. It advocates for developing emotional connections with consumers through third-party content that brings the brand and consumer together. It then outlines the key components of a brand-aligned entertainment strategy, including defining goals, auditing current initiatives, developing brand characters, identifying aligned properties, and providing recommendations.

1. Leveraging Entertainment Marketing: A Comprehensive Strategy for Brand-Aligned Entertainment (BAE)

2. Why Is It Time for a New Approach? Transition to a Brand-Aligned Entertainment (BAE) Strategy Traditional print & broadcast declining in efficacy “ Megaphone” marketing Sophisticated consumers that are difficult to reach Why Is It Time for a New Approach? Efficient and impactful integrated marketing “ Conversational” marketing Emotional connections with consumers Where are We Now? Where are We Going?

3. "I always called it third-party triangulation …You have the brand and the consumer -- that's two points of the triangle -- and the third point was something or someone else . It always felt foolish [for Nike] to stand up on a pedestal by itself and say, 'Please buy our products,' so we always brought in the third point in the triangle…We would develop a real relationship with the artist or athlete, and our consumers could feel the honesty in those relationships.“ Scott Bedbury, former advertising director of Nike and CMO of Starbucks Brand-Aligned Entertainment: Triangulation Brand Consumer Content Well-Crafted BAE Strategy

4. Bold New Approaches

5. BAE Strategy: Durable Engagement Adopt Absorb Assess Review Rant/Rave Share Language Style Attitudes Values Most media strategies stop here BAE Extends Across Engagement Spectrum Consumer Engagement High Low

6. BAE Strategy: Strategic Brand Assessment Define BAE Goals Audit Media Initiatives Develop Brand Characters Implement Confidential

7. BAE Strategy: Defining BAE Goals Who is responsible for our BAE initiatives? What is our goal in pursuing BAE projects? How will we measure success of BAE projects? Confidential

8. Adopt Absorb Assess Brand-Driven Producer-Driven Product Placement Ad Spots (TV or Digital) Brand-Aligned Entertainment Branded Entertainment Co-Marketing Sponsorship Licensing BAE Strategy: Audit Existing Initiatives Confidential High Low Consumer Engagement

9. BAE Strategy: Developing Brand Characters Brand Characters Are Not… Brand Characters Are… Someone to endorse your product Celebrity that you’d like to meet The new “it” girl/guy Aligned with your brand values and identity Someone who would actually use your brand Emotionally relevant to your consumers Brand Characters Are Not… Brand Characters Are… Aligned with your brand values and identity Someone who would actually use your brand Emotionally relevant to your consumers Brand Characters Are Not… Brand Characters Are… Someone to endorse your product Celebrity that you’d like to meet The new “it” girl/guy Brand Characters Are Not… Brand Characters Are… Confidential

10. Adopt Absorb Assess Brand-Driven Producer-Driven Content BAE Strategy: Identifying Properties Social Media Mobile WOM Events Promotions Sales Identify Characters and Properties That Will Carry Across This Continuum Confidential High Low Consumer Engagement

11. BAE Strategy: Recommendations Categories of properties to pursue Recommended implementation next steps Confidential