12. The Distributed Creative Brand Image: Integrating Digital Influencer Collaboration into Omnichannel Marketing Communication

In the age of integrated marketing communication the brand identity is managed by a multitude of specialist agencies necessary for complex omnichannel presence, and new independent content creators have unprecedented power through digital distribution. Online influencer marketing is now at the core of fashion and luxury brand management. Content creators have become autonomous channels of communication; they require freedom of expression to ensure authenticity while maintaining their own personal brand identity. This chapter explores the fluency and dynamics of these complex and interactive marketing communication relationships and how agile management might contribute to ensure a consistent creative brand image.