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Team Taylor: Why Swift’s Brand Works So Well, and How It Could Be Undermined
Aug
There’s no escaping Taylor Swift. Even if you try to ignore the star, she’s everywhere these days. On the radio, on playlists, on streaming services, on social media, in the news, on the massive screen, and at the mega-stadium close to you.
Devoted Swifties fans around the world have their own story to tell, with the 34-year-old enjoying a cross-section of gender, age, class and cultural backgrounds.
The largest American newspaper chain, Garnett, even set up a special Taylor Swift Reporter to hide her every move.
It’s sheltered to say that it’s been a while since we’ve seen such fan love (or media coverage) for a musical feat on the scale of Taylor Swift The Beatles.
What is it about her that commands such sustained attention and admiration on such a grand scale? And could her current omnipresence be a threat?
Read more: Taylor Swift didn’t just update her Better Than Revenge lyrics – she also updated her public image
What defines the Taylor Swift brand?
Swift’s talents as a songwriter, singer, and performer have established her as an award-winning artist. She has been nominated for 52 Grammy Awards and won 14 awards, and recently made history as the only artist to win Album of the Year four times.
She is both the girl next door and the megastar. intergenerational appeal.
It is also a global brand.
Almost anything (or anyone) can become markwith its own distinctive name, term, design, or symbol. But a successful brand is more than an identity: it exists solidly in the public consciousness, like Nike, Apple, and Google.
To take such a position, keys to success for mighty brands include: consistent messaging, differentiation and brand experience.
Read more: How Taylor Swift Became So Popular? She Never Goes Out of Style
Taylor has created an image of the quintessential American girl next door, conveying a consistent message about her personal experiences in her lyrics.
It also sets its brand apart from other artists by encouraging fans to create an organic community with their own look and style.
Fans wear outfits in colors related to the album or costumes and trade friendship bracelets.
Brand experience is reflected in social media, surprising announcements, hidden “Easter eggs”, tours, and even the Eras Tour movie. Fans never have a shortage of opportunities to connect with the star.
Toru Hanai/AAP
The most successful brands establish emotional bonds with consumers.
In this respect, Swift’s approach is pure genius. In the run-up to her album 1989, she spent time scouring the internet and selecting 89 fans who were invited to her home for exclusive listening sessions – now called the Secret Sessions of 1989.
Taylor treats her fans like friends with whom she shares secrets. Her lyrics, albums, music videos, and even her Speech on the Occasion of Receiving an Honorary Doctorate from New York University are full of hidden messages for fans to discover, decipher and discuss.
This level of shared intimacy — despite millions of fans — is what keeps Swifties engaged in speculation and building a community of “insiders.”
Brands are also vulnerable to immediate threats and risks.
The biggest threat is a change in mood
One of Swift’s biggest threats is overexposure. Could her massive popularity start to work against her?
At the moment the answer is clearly “no” as the demand for tickets for the shows is exceed supplyand local economies in concert cities enjoy rapidly increasing expenses on everything from accommodation to beauty salons, from sequins to cowboy boots.
But in the long term, there is a risk that public sentiment will change and Swift will be left behind.
She has already faced criticism expressing political opinionsfor the ad the release of her new album at the Grammy Awards and on a private jet flight carbon dioxide emissions.
ConChronis/AAP
Taylor Brand Measurement
Brand value can be measured by marketers using “brand equity.” How well is it recognized? How is it perceived by consumers? Is it trusted?
Brands with mighty value enjoy significantly greater customer loyalty and market share.
The Swift brand has an extremely mighty value, which is confirmed Economic impact Eras Tour stops and stores are selling off items Swifties employ create your own outfit for the trip in this chaffsequins, cowboy hats and shiny boots.
Not to mention the cost of concert tickets, merchandise, and (for many fans) flights and accommodation.
We can also get a clue about Swift’s brand value through recommendations from others. In December 2023. Forbes named Swift the fifth most powerful woman in the world, placing her just behind the president of the European Commission, the president of the European Central Bank and two politicians.
melissamn/Shutterstock
What’s next?
Swift is currently on a meteoric rise in popularity. She’s well-known and well-liked, and she knows what she’s doing when it comes to marketing her brand.
The current Eras Tour and the announcement of a up-to-date album by The Tortured Poets Department continue this momentum.
Many artists appeal to a specific generation, and as their fans age, their success and popularity tend to decline (Brethren Or Hanson anyone?).
For now, Brand Taylor is doing well, though there’s no doubt she’s aware of the risks to her brand and will have to work challenging to continue to bring fans with her.
Read more: Why Are Taylor Swift Tickets So Demanding to Get? The Economics Are Complicated
