Branded Entertainment: Why World-Building Matters (And Why Most Brands Skip It)

<p>When 400 brands partner with a single movie (coughwickedcough), most just become noise. So what separates the partnerships that actually work from expensive logo slaps?</p><p><br></p><p>I talked with Matt Kessler from Martin Entertainment about their Aspercreme x Spinal Tap II campaign and how brands should be approaching entertainment partnerships. We dug into authenticity, scarcity, and why the barriers to entry are actually the point.</p><p><br></p><p>Is your brand building in or bolting on? Listen in to find out.</p><p>Huge thanks to Matt Kessler and the team at Martin Entertainment!</p><p><br></p><p>Want more Stuff About Advertising?</p><p>Join the <a href="https://www.stuffaboutadvertising.com/community" target="_blank" rel="noopener noreferer">Internal Review community</a></p><p>Follow on <a href="https://www.tiktok.com/@stuffaboutadvertising" target="_blank" rel="noopener noreferer">⁠TikTok⁠</a></p><p>Follow on <a href="https://www.instagram.com/stuffaboutadvertising" target="_blank" rel="noopener noreferer">⁠Instagram⁠</a></p><p>Follow on <a href="https://www.youtube.com/@StuffAboutAdvertising" target="_blank" rel="noopener noreferer">⁠YouTube⁠</a></p>