"When we accept that our role in building brands is more stewardship rather than control. I had to learn this idea,"
"Know your brand fundamentals and then you can surrender control to people to use that brand."
"influencers are hired to drive authenticity, credibility and authority."
Brand management is evolving from strict control to stewardship that guides core values while allowing others to carry the story. Clear brand fundamentals serve as anchors that enable brands to surrender interpretation to creators who understand their audiences. Large-scale creator campaigns can reveal unexpected product use cases and expand relevance beyond traditional categories. Campaigns that empower creators generate organic views, shares, and participation at scale because audiences detect scripted content. Influencers deliver authenticity, credibility, and authority, and consumers tend to trust people more than polished press releases. Real, independent-feeling content performs better in the current influencer economy.
Read at The Drum
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