Attention isn’t something brands can buy anymore. It has to be earned, one scroll at a time. Most branded content still feels like an ad. People notice, and they scroll past it. The content that actually works feels different; it feels like something you’d watch even if no brand were attached to it at all. That’s the gap between content people tolerate and content people choose to watch. And it shows up everywhere: in the campaigns brands pay for, the partnerships creators pitch, and the...