it's content, it's likeable, it's creative, it meets brands' objectives and it's good enough to get a prime-time slot on a major commercial channel.
Basically, it's a piece of content that showcases the values and culture of a particular brand - not a long form ad and not a brand manifesto, but something truly different.
The article points to examples by Red Bull, Chipotle and Marriott, but the entire article plays to the premise that consumer service brands centered on sales are the main drivers of "branded content".
But…I wonder what would happen if PBS - a content provider - produced a branded content piece in the context of this definition. What would that look like?