TOPICS3.30 Misha’s reasons for criticising the state of branded content and entertainment“Most of the companies I see in the space lack ambition and imagination… they fail to elevate themselves and tell a story”“There is a sense that if you win the impressions game you’ll win hearts and minds. That is just not the case.”6.20 The definitions of branded content7.45 Why brands end up producing similar type of content9.05 Why the Nike advert at the World Cup 98 broke the mould before the term “branded content” existed12.10 The elements that have to be present in order for content to succeed12.30 The thorny issue of bravery for sports teams14.38 Which right-holders are ‘doing in right’“People expect a different level of access. They want something raw and real. They want to feel the heartbeat of the club”18.02 Is this so important that it could affect a sport’s future?19.15 Why all rights-holder are now targeting an “always-on” story21.15 Where rights-holder need to put their energy and resources24.05 The trend of setting up rights-holders as media owners and how that transition can be made25.30 The importance of globalization. How do make someone connected to your club so the difference is not a factor?27.54 Why VR and AR could be a ‘game-changer for advertisers’30.25 The platforms – what is working, what is important34.25 “What happens when you can’t really buy an audience anymore?” The change of the OTT platforms like DAZN and Amazon etc37.30 Lessons in branded content from the World Cup this summer40.34 The threat of YouTube channels to mainstream media platforms42.20 The fascinating success story of Red Bull. The importance of a clear vision45.00 Why the Red Bull model has not been replicated48.12 The impending problem of making content for Gen Z51.30 Misha’s key piece of advice for sports rights-holders – positively exploit your unique position and make the experience great at every touchpoint53.45 Is winning still the most important quality for a sports team?MISHA SHER LINKSLinkedINTwitterArticle: Why sport is ‘asleep at the wheel’MediacomWANT TO HEAR, SEE, READ MORE...? Check out my blog, here? Listen to my other podcast: Football Indonesia here? Sign up to my digital sport newsletter, here? @MrRichardClarke on social:Twitter, Instagram, Facebook, YouTube