What Is Your Brand Collateral?

A clip from the documentary film Pom Wonderful Presents: The Greatest Movie Ever Sold in which the director of the film Morgan Spurlock is asking people about how they can describe their brands. it's never clear exactly what point Spurlock is trying to make about product placement, other than simply acknowledging it. Then again, maybe that's enough: Would a self-promoter like Spurlock really be able to ask-ask a corporation for hogging the camera frame to get more famous?