84 Paid, Owned, Earned other parts of the world, but the main deterrent to a brand acting surreptitiously should be the potential for negative backlash if consumers feel that they have been tricked ­ the brand goes backwards rather than forwards. For advertisers, creating content and experiences that are worth participating in and sharing is now regularly a more worthy (and ultimately more productive) pursuit than creating underhand content that tricks users into participation or messages that just indiscriminately shout. Today's consumers are acclimatized, realizing that in many cases the content they appreciate cannot exist without advertiser involvement. Developing content ­ collaborating with the new producers One of the most popular ways of producing content is to work in collaboration with a partner. Traditionally this has seen brands working with established media owners to create packages based around