Who doesn't love being entertained? We all do. And if you're in the business of creating branded entertainment, that must be the ultimate goal, right? Not so fast!

Sure it's important that we create an engaging story, with antagonists and protagonists, and heroes who face and overcome challenges that delight and entertain our audiences. And it's imperative that we carve out a role for a marketer that authentically fits the story, without hijacking it. But if we don't succeed in turning viewers into fans through all this, our goal is not complete.

A fan is someone who is truly engaged. They don't just laugh, they love and adore. They speak FOR the story, not just about it. They provide the most honest feedback and learning, while being more tolerant of missteps. They care. And above all they become a loyal spokesperson for the story and the characters. And in the world of branded entertainment, where the brand is often a key character in the story, this is the golden pot at the end of the rainbow.