\u201CSomehow\u201D doesn\u2019t give the whole context. I am working with a European-style butter brand called Danish Creamery, and as part of that pitch process, I sent over a bunch of recipe concepts for them to choose from. It was not hard to come up with ideas\u2014I use butter all the time in my cooking, and 10 years in magazines has hardwired some pathway in my brain that makes the pitch process feel second nature. I like to use butter lots of ways! That\u2019s that\u2019s the best situation to be in when you\u2019re doing branded content. \u201CAlignment,\u201D they say.