"I think the critical unlock here is having multi-year partnerships, having relationships that endure as opposed to just kind of the one-off partnership,"
"I've had a relationship with Marriott for over nine years now. And it's been one of those things that's really grown from maybe a social post here and there to actually hosting this full-fledged travel show."
"There's a reason why LeBron James and some of the biggest celebrities in the world don't bounce around between brands all the time,"
"If we just become basically NASCAR drivers with a bazillion logos stuck all over ourselves, nobody knows what the hell we stand for."
Brand deals remain a central income source for creators and have evolved beyond simple sponsored posts into varied formats, including branded streaming shows. Multi-year collaborations allow relationships to deepen and scale, enabling creators to expand from occasional posts to hosting full branded programs and to build sustained audience trust. Consistent brand affiliation preserves creator identity and prevents perceived over-commercialization. Early collaboration between creators and brands in the creative process enables more authentic, integrated campaigns rather than treating creators as mere amplifiers of prebuilt promotions.
Read at Inc
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