Brad Inman, head of Tunhere, a full service Internet video solutions provider, names four characteristics in a short interview on Beet.TV.

According to Inman, these characteristics are 1) good storytelling, 2) Authenticity, 3) Localization, 4) Information . This counts for branded content equally as for editorial content.

Have to think about first, then I’ll make my own list :-)
What do you guys think?