Defining branded content: Does anyone really care?

The definitions for branded content are evolving and broadening. Steve Jones argues the industry is confusing branded content with branded entertainment and that they are two very different things. 

It may not have been the most eloquent of definitions but you knew exactly what Justin Drape meant when he described content as “stuff”.

Asked at Mumbrella’s branded entertainment conference, BEfest, if there was “anything that couldn’t be described as content”, the co-founder and chief creative officer of The Monkeys momentarily pondered the question before saying he didn’t think there was.