As consumers increasingly trust creators over traditional advertising, the boundaries between marketing and storytelling are being redrawn. Creators bring authenticity, relatability, and influence, while brand marketers focus on strategy, consistency, and scale. Together, they are shaping a new era where narratives are no longer controlled from the top down but co-created with communities. In this context, we spoke with industry leaders to understand how creators and marketers are redefining storytelling in 2025 and what true ownership of a brand narrative really means today.
PankajSingh Yadav, Chief Executive Officer at Tagglabs
“Over the past decade, storytelling has shifted from brand boardrooms to creators’ hands. With short-form content exploding and consumer patience shrinking, trust now lies with relatable voices, not polished ads. Platforms have democratized creativity, letting everyday creators shape brand narratives in authentic ways. As a result, brands no longer “own” the story—they co-create it. In 2025, true brand ownership means enabling creators to tell your story with heart, honesty, and human connection.”
Kruthika Ravindran, Director, Key Accounts, TheSmallBigIdea
Brand storytelling has shifted from being brand‑driven to being audience‑first. Gone are the days of pushing heavily branded content! The audience only seeks stories they’d genuinely want to share. That’s why CMOs and brands need to think like influencers and creators themselves, crafting content that feels authentic, relevant, and conversation‑worthy.
Gautam Anand, Co-Founder & Head of Content, AGENCY09
In the creator economy, storytelling is co-authored. True brand resonance in 2025 comes from aligning brand values with creator ideology. When creators are empowered to speak in their own voice, authenticity thrives, audiences connect, and brands grow. The narrative now belongs to those who live it, not just those who craft it.
Sahil Jeet Singh, Senior Creative Director – Communication & Strategy, AdGlobal360
“In this era, creators and brand marketers have moved beyond traditional roles to become partners in brand narratives. Storytelling is now crafted on a shared canvas, where creators bring creativity and reach, while brand marketers bring strategy and results. This amazing blend of imagination and insight transforms narratives into experiences. We can say, true ownership is now based on partnership and shared goals.”
Shruti Kaushik, Founder & CEO of KLYPE AI
In 2025, storytelling isn’t handed down from the brand, it’s co-authored in real time with its creators. The CMO may still guard the brand guidelines, but creators own the audience’s emotional connection. True ownership of a brand narrative today means less control over every word, and more commitment to the core truth you want people to retell in their own voice.
