When Michelin first launched their restaurant guide in 1900, it wasn't really a restaurant guide at all but a short book for motorists that highlighted good roads and the best places to eat along the way. Since then it has become the go-to guide for fine-dining and made a tyre company a global authority on cuisine.

 

This is the power of branded content. You inform, you entertain, you guide -- but most of all, you make a name for your brand as you do it.