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Notes on creator marketing, brand strategy and creative direction. For brands that want to work with creators, and for creators building a business of their own.

01 For brands · 5 min Your brand wants to work with creators. Who do you actually hire? Platforms, influencer agencies, talent agencies, generalists and specialists. What each one is actually for, and five questions that sort them. 02 For brands · 5 min Brand consultancy vs agency vs fractional CMO: which one you actually need Three ways to buy senior brand thinking. They cost different amounts, fail in different ways, and most companies pick on price instead of on the problem. 03 For brands · 5 min How much does brand strategy cost in 2026? Real price ranges by who you hire, what actually drives the number, and what you should get for it. 04 For brands · 5 min Creator marketing strategy for consumer brands: the moves that actually work Why most creator programs produce content instead of culture, and the five decisions that separate the ones that work. 05 For brands · 5 min Brand strategy vs creative direction, and why most strategy dies in the deck Strategy is the argument. Creative direction is the proof. Most companies buy them separately, months apart, and that gap is where the strategy dies. 06 For creators · 6 min You've got the audience. Now build the brand. A channel is something people watch. A brand is something people can describe without you in the room. How to build the business behind the audience.