"Branded content marketers will increasingly realise that their brands are best understood as socially constructed organisms consisting of all kinds of brand meanings, brand manifestations and brand stakeholders, such as consumers, employees, competitors, suppliers, pressure groups and the media. Any of these stakeholders is able to create and disseminate brand manifestations, such as branded content, on an unprecedented magnitude – no matter if the focal organisation behind the brand (usually the legal trade mark owner) likes it or not. What’s not going to change is that content will have to be distinctive and resonate with the targeted stakeholders’ needs, interests and/or passions to be successful."
Bjoern Asmussen, Senior Lecturer in Marketing, Oxford Brookes University
