Tamar Toledano, a San Francisco–based marketing strategist and consultant, believes that the rise of the creator economy is forcing companies to rethink what a brand truly represents. With over a decade of experience guiding both startups and established corporations, Toledano says the traditional idea of brand control is giving way to something more collaborative, personal, and human.
According to Tamar Toledano, the creator economy has reshaped the marketing power structure. “Brands used to dictate the narrative through large campaigns and controlled storytelling,” she explains. “Now, independent creators are shaping how brands are seen, talked about, and trusted. The most valuable equity a company can have today is authenticity, and that cannot be manufactured from the top down.”
This shift is not about celebrity endorsements or one-off partnerships. Toledano points out that audiences no longer separate the creator from the brand they associate with. “When people follow a creator they admire, the trust they place in that person transfers naturally to the brands that collaborate with them. That relationship is based on shared values and emotional connection, not slogans or taglines,” she adds.
Toledano believes that this development has redefined the meaning of brand identity. In her view, a brand is no longer a fixed image presented to the public but an evolving dialogue shared with a community. She observes that creators have introduced a level of transparency and vulnerability that corporate brands once shied away from. “A strong brand today is not the one that shouts the loudest but the one that listens best,” she says.
The marketing strategist explains that many companies still struggle to understand how to approach the creator economy. Too often, brands see creators as short-term amplifiers rather than long-term collaborators. “That approach misses the point,” Toledano says. “The creator is not a tool to promote a message; they are part of the message. When you involve them early in strategy and product development, they bring insights that connect with audiences in ways analytics alone cannot.”
Toledano notes that the most forward-thinking companies now co-create products and content with creators, rather than simply paying for placement. She points to examples where small businesses have partnered with niche influencers to design limited-edition products that sold out in days, not because of massive advertising budgets but because of genuine audience alignment.
The evolution of the creator economy also changes how success is measured. Toledano argues that impressions and click-through rates no longer tell the whole story. “The true measure of success is the quality of engagement,” she explains. “Are people responding with trust? Are they sharing your message in their own words? Are they staying with your brand after the trend fades? These are the questions that matter.”
For marketers trying to adapt, Toledano offers three guiding principles. First, she encourages brands to involve creators early in the process to ensure their voices shape strategy from the start. Second, she advises building relationships instead of transactions. “Creators who feel respected become authentic advocates,” she says. “That authenticity cannot be bought.” Third, she urges marketers to rethink metrics. “Data is important,” Toledano continues, “but it should serve the relationship, not replace it.”
She also cautions that brands that cling to rigid structures risk appearing outdated. “The next generation of consumers does not want polished perfection. They want relatability,” Toledano says. “If a creator makes a small mistake in a video, that imperfection can make the message feel real. The same principle applies to brands. Perfection no longer equals credibility.”
Beyond strategy, Toledano sees a broader cultural shift taking place. The creator economy has democratized marketing by enabling individuals to build influence without relying on traditional gatekeepers. “It has made brand power more human,” she reflects. “We are witnessing a transition from brands owning stories to brands earning the right to be part of someone else’s story.”
As the boundaries between creators and companies continue to blur, Tamar Toledano believes the future of branding will depend on empathy and shared purpose. “Marketing is no longer about broadcasting,” she concludes. “It is about building relationships that feel real, respectful, and reciprocal. The brands that understand this shift will not only grow, they will endure.”
About Tamar Toledano
Tamar Toledano is a marketing strategist and consultant based in San Francisco. She specializes in helping startups define their market identity and guiding established organizations in strengthening audience engagement. Her approach combines analytical precision with creative insight, assisting brands to grow through clarity and connection. She holds an MBA in marketing and supports philanthropic work focused on science and public health.
