I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.

For many media brands, the creator economy presents a conundrum — what is the role of brand when audiences increasingly value the intimacy of a direct connection to a human creator?