"Entertainmented Brand" Controversy
In 2011, Troy Hitch, creator of You Suck at Photoshop and creative director at Proximity Branded Entertainment, started a separate "Entertainmented Brand" movement, urging that entertainment should be placed first and foremost, with the brand's role being secondary to the viewer experience. Inspired by Hitch's falling out with Doug Worple, CEO of Barefoot Proximity, after co-authoring a whitepaper entitled "Branded Entertainment: Distributed Storytelling in a Digital World" during late 2010, the disagreement has since become a hotbed of debate resulting in threats to both parties and unexplained hackings of the Proximity Branded Entertainment website.
Read more about this topic: Branded Entertainment
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