It is clear that 2012 is truly the tipping point for branded content. With consumers, technology and media as the trifecta of powerful driving forces, content creation, distribution and consumption barriers have collapsed. Now that we stand in the rubble of these former barriers, the content free-for-all has begun. More and more projects are taking shape around the globe with fantastic properties showcasing compelling brand messages, but how do we measure success? And on the flip side, how do we advance the implementation of branded entertainment programs beyond one-off experimental marketing programs trying to take advantage of this newly found land of media access?

It’s not often that I’ll butt heads with the masterminds behind Harvard Business Review’s blog. I’m aware that it’s not a recommended move, but armed with insight from a recent FCC panel debate on SOPA, I’m willing to take the risk.

This week Manchester United unveiled plans to launch a proprietary digital property that will serve as both a social network and media outlet. When it came to figuring out who was right for the task, the Red Devils went with an agency familiar with fanatics, SapientNitro. If you’re not familiar, they happen to be the agency that fulfilled every “sneakerhead’s” dream by producing Foot Locker’s Sneakerpedia.

Probably not quite what Tammy Wynette had in mind when she wrote the song, but without a league to play in, NBA players have turned to their brand sponsors to express their passion for the game of basketball.

When I was younger, my father and I would often listen to Paul Harvey‘s “The Rest of the Story” daily radio show. The format of the program was to present the background story or facts on a variety of subjects with a surprise saved until the very end. The broadcasts always concluded with the tag line “And now you know… the rest of the story.”