Brands are working with creators and influencers more than ever before, but these relationships can be difficult to negotiate. Both sides need to understand what they bring to the table and what compromises they are prepared to make.

Why it matters

Brands and creators come from different worlds and are looking for different things from a partnership, which can make mutual success hard to achieve. Creators may be just looking at the money rather than assessing whether a partnership makes sense for them and their personal brand. Those brands reluctant to cede control to the creator may end up with...