A new feature has crept into Google Analytics, as yet without any significant fanfare. The new feature allows you to specify the branded keywords you're bidding for on AdWords, presumably to better allow the segmenting of different types of paid search term.
Accounts seem to be getting the new feature in the standard gradual rollout -- so don't expect it to be there on every account just yet.
You can find out if you're enabled by looking for Channel Settings in the View-level Admin:
Once you specify some brand terms, you'll be given the option to add new ones:
Naturally, Google wants us to buy more variations of brand terms, so it's hardly surprising that doing so would be emphasised here.
What's perhaps a little more surprising is that the addition of new AdWords keywords via the Google Analytics interface. No doubt the two products have been coming closer together for some time, but here we're seeing the ability to manage parts of the AdWords account from Analytics. Definitely a first.
And of course, it begs the question: why not make this available and for organic search terms too? Seeing branded vs unbranded statuses will make (not provided) much, much more tolerable!