But as media fragmentation has gone into hyperdrive over the past two decades, brands have been forced to diversify the ways in which they gain and hold our attention. It's no longer viable or effective to overly depend on traditional paid media tools. Marketers can create content and experiences that attract and engage audiences rather than interrupt and annoy them-and drive results. Some of the best examples of this is what we call "brand entertainment." Brands of all stripes talk about it, but it is the exceptions that truly invest in making actual entertainment.