Content marketing is dead–at least the version everyone embraced over a decade ago. Brand newsrooms will give way to a new cultural phenomenon: Creator Brands. Creators are the fastest-growing media empires in the world, simultaneously amassing huge, niche communities through some of the most of disciplined communication techniques we've ever seen. Most brands are inclined to just partner with them and bask in the glow of their influence. What this panel is proposing is: what if, instead of just collaborating with creators, brands developed their own creator-like communication techniques?