Brandutainment™: A New Standard in Branded Integration


Today’s consumers are savvier than ever. If a company needs to market to a “shrewd consumer,” branded entertainment is the most effective way to engage. Full-service marketing company BrandStar, branded entertainment pioneers and creators of shows such as The Balancing Act, Military Makeover with Montel and Designing Spaces, introduces Brandutainment™, a unique standard in branded entertainment. The company’s programs that feature Brandutainment air on national networks like Lifetime, Fox Business and Bloomberg International.

BrandStar has worked with more than 10,000 brands over two-plus decades, including Walmart, Ford Motor Company, Microsoft, Bank of America, Disney and many more. BrandStar’s purpose is to positively impact lives, a mission that is fulfilled by connecting people with brands to do life better. Currently, the most common forms of branded entertainment are product placement and brand integration. Product placement simply allows a brand to be seen, while brand integration inserts a brand into an existing show. Each of BrandStar’s TV shows exemplify Brandutainment by presenting consumer problems and then offering a branded solution without a call to action to buy, while engaging viewers with the product and company. Each segment has greater impact because the brands aren’t just part of the message; they are the message.


Celebrity chef Ralph Pagano hosts segments that integrate food brands on The Balancing Act.

Each of BrandStar’s shows features a broad range of topics, from health, fitness and travel to cuisine, home improvement, service to our veterans, and more. Celebrity guests make special appearances to promote social causes and exclusive events. Military Makeover with Montel is hosted by talk-show legend and longtime veteran Montel Williams. The goal of every show is to provide our viewers solutions to the problems they face each day.

Brandutainment™ begins with BrandStar’s associate producers. According to an established editorial calendar, they develop story lines intended to highlight a relevant life challenge. They then search for companies that provide expertise and a potential solution for that challenge and invite them to participate through an interview qualification process. Once the content partner is on board, a seasoned team of creative writers and top industry producers turn those story lines into entertaining television.

The BrandStar marketing team then engages the viewers with the program through a wide range of supporting efforts, from PR and digital marketing to an aggressive social media campaign. BrandStar zealously protects all creative content to ensure that every show is educational and, most importantly, entertaining.


Ereka Vetrini hosts Access Health, which explores the latest developments in medicine and health.

The companies, on the other hand, get the branding value of a significant opportunity to talk, in a non-interruptive way, about their brand to audiences that are specifically identified as their potential buyers. This way, viewer engagement becomes much more intense and impactful. Our viewers tune in to the shows looking for solutions, and our content partners are there to provide them information on a potential solution. We, and they, are not selling– we are informing.

“There is no doubt that there will always be room for straight commercials, brand integration, product placement and various other branded entertainment promotions,” says BrandStar’s CEO and founder, Mark Alfieri. “But in BrandStar’s view, Brandutainment™ is the wave of the future. We believe that through combining Brandutainment™ with paid digital media, direct response marketing and social media, a comprehensive marketing strategy can be built for the consumer products company of tomorrow.”

Brandutainment™ is an original and innovative way for companies to keep up with an ever-changing world.

BrandStar is a fully integrated marketing firm with core focus on developing branded entertainment, direct response marketing, brand marketing and interactive marketing. BrandStar is the only branded entertainment organization to have TV network relationships that fully integrate their shows the networks’ programming grid.

The Balancing Act is a morning show that airs weekdays at 7:30 am on Lifetime Television. The show brings valuable solutions for today’s on-the-go, modern woman to help balance and enrich her life every day. Energetic co-hosts Julie Moran and Olga Villaverde jump start your day with engaging, informative segments featuring expert guests discussing the hottest topics relevant to women today. You’ll discover everything from delicious recipes, style makeovers and dream vacation getaways to parenting tips and the latest news in health and wealth.


Designing Spaces is an award-winning home improvement show that travels the country to remodel, redecorate and redesign the spaces where we live, work and play. The series features innovative décor designs, DIY projects and step-by-step transformations, capturing the essence of the spaces where we spend most of our time. From mortgage tips to bathroom overhauls, HVAC installations to flooring projects, Designing Spaces has you covered, inside and out. The show airs weekdays at 7:30 am on Lifetime.


Military Makeover with Montel offers hope and a helping hand here on the home front to members of our military and their loved ones. Talk show legend and military advocate Montel Williams, a veteran of both the Marine Corps and the Navy, leads the Makeover team’s mission. This special series enlists conscientious designers, contractors, landscapers and other home improvement professionals to transform the homes and lives of military families across the country. Military Makeover airs at 7:30 am on Thursdays and Fridays on Lifetime.


Inside the Blueprint is a fast-paced series that takes a sweeping look at innovations in the commercial construction and design spaces, chronicling ideas and products that impact how we live, work and play. The series airs Sundays on Fox Business and Bloomberg International.


Access Health explores the latest developments in medicine, from common to rare diseases, through interviews with leading experts and compelling personal stories. Host Ereka Vetrini welcomes trusted experts who tackle the full spectrum of health topics. Access Health® provides our audience with a front row seat to these discussions. The show, which airs Tuesdays and Wednesdays at 7:30 am on Lifetime, empowers patients to have meaningful conversations with their healthcare provider.


BrandutainmentTM is BrandStar’s proprietary creative process for television programming that combines entertainment, content, and advertising to benefit viewers and brands.

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