Branded entrainment has been defined as the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred. It’s a lot easier said than done, but Joe's guest this week has discovered the secret sauce. His name is Patrick Hughes, the CEO of Foundation Media and his company’s work with Build-A-Bear, Sony, Netflix, and others has provided a model for success in how brands can interact with the entertainment industry.