1 of 40

2 of 40

Branded content evolution:

Crafting entertainment in the digital age

​

Marthinus JC van Loggerenberg, PhD

Associate Professor, University of San Francisco

Director, Advertising Program

https://www.linkedin.com/in/marthinusvanloggerenberg/

3 of 40

Where we were once at

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

4 of 40

A first

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

5 of 40

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

6 of 40

From the radio …

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

7 of 40

… to the small screen

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

8 of 40

And

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

9 of 40

Sometimes we were a little ‘obvious’

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

10 of 40

Hello Wilson!

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

11 of 40

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

12 of 40

And

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

13 of 40

“I don’t think we’re at a point of evolution yet. We’re still testing the waters and seeing what can be done, or can’t.”

​

PJ Pereira

COO

Pereira & O’Dell

San Francisco

​

14 of 40

Upwards

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

15 of 40

Inwards

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

16 of 40

Split-wards

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

17 of 40

Onwards

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

18 of 40

And even … Hello

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

19 of 40

Introducing

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

20 of 40

AI

Transforming advertising as we know it

Double-edged sword

Authenticity vs. algorithmic precision

The power of human insight

https://www.linkedin.com/in/marthinusvanloggerenberg/

Love it or hate it

21 of 40

Our role as storytellers in a digital age

​

Telling stories:

  • Compelling
  • Authentic
  • Touching
  • Relatable
  • Profoundly human

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

22 of 40

23 of 40

24 of 40

What is branded entertainment?

​

Could it be:

  • Product placement?
  • Product/brand integration?
  • Sponsorship?
  • Branded content?

​

  • An offshoot of content marketing

​

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

25 of 40

Branded entertainment

  • … is a communication effort with great potential to
  • build brands strategically
  • by employing the power of
  • compelling authentic narratives.

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

26 of 40

Authenticity

​

Identity argument

Moral argument

​

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

27 of 40

Narrative

​

More than just the story, for brands it is also the expression in context of the overarching brand narrative.

​

https://www.linkedin.com/in/marthinusvanloggerenberg/

28 of 40

29 of 40

A conceptual framework of authentic narrative practice in branded entertainment

https://www.linkedin.com/in/marthinusvanloggerenberg/

30 of 40

Brand identity alignment

Is the narrative true and consistent to what the brand

stands for ?

Does the narrative reflect the brand’s uniqueness?

Is the narrative in keeping with what the brand

otherwise communicates/ how it generally presents itself?

https://www.linkedin.com/in/marthinusvanloggerenberg/

31 of 40

Sincere intent to entertain

The narrative, and by implication the brand, genuinely, honestly, and sincerely wants to entertain me.

https://www.linkedin.com/in/marthinusvanloggerenberg/

32 of 40

Emotional meaning

https://www.linkedin.com/in/marthinusvanloggerenberg/

The narrative is created to provide happiness, hope, enjoyment, a sense of warmth, or even to evoke my curiosity.

33 of 40

34 of 40

Resonance

​

​

​

https://www.linkedin.com/in/gracelager/

Resonance

​

Emotional connection

Engagement

Community

​

35 of 40

Branded content evolution

https://www.linkedin.com/in/marthinusvanloggerenberg/

36 of 40

Bridging the Academic-Practitioner divide

https://www.linkedin.com/in/marthinusvanloggerenberg/

37 of 40

Interdisciplinary teaching

https://www.linkedin.com/in/marthinusvanloggerenberg/

38 of 40

Become better storytellers

https://www.linkedin.com/in/marthinusvanloggerenberg/

39 of 40

“The important thing is not the camera but the eye.”

​

Alfred Eisenstaedt

​

40 of 40

Any Questions?

Marthinus JC van Loggerenberg , PhD

�mvanloggerenberg@usfca.edu

Associate Professor of Communication Studies, University of San Francisco

Director, Advertising Program

​

​

@marthinus jc van loggerenberg

https://www.linkedin.com/in/marthinusvanloggerenberg/