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
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.
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
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