In a recent feature in Dagens Industri, one of Sweden’s leading business newspapers, Cure Media's CMO Sanna Ödmark shares her perspective on the rapid rise of creator-led brands, and the structural risks behind their success.
As more brands are built on individual creators, the combination of reach, trust and direct audience relationships enables fast growth and strong early profitability. But the article highlights a key challenge: when a brand is too closely tied to a single profile, it also becomes vulnerable.
The feature explores what defines the brands that succeed long term, moving beyond founder-led growth to building broader creator ecosystems, where relevance is not dependent on one voice, but sustained across many.
"The early strength of these brands is obvious: built-in trust, reach and a direct relationship with consumers. But the companies that truly scale are the ones that move beyond the founder."
- Sanna Ödmark, Cure Media
