If you're going to say something, say something interesting. This is the approach we take to all of our work for every one of our clients. Because in our experience, if you want to engage an audience, you have to start by being engaging.
We prefer to think of branded content as a blank canvas, ready to be filled with the different and the unique. The days of the 30-second commercial are gone. But how then do you connect with your audience? Simple. Start by thinking about what they want, and work backwards from there.