Taylor Made: Swift Branding

Abstract

The characteristics of a strong artistic brand includes knowing who you are, what you are, when to invent and when to reinvent. A strong brand knows what the competition is doing but ultimately does not care—it is always leading and never following. A strong brand protects its assets. When a strong brand sees an opportunity to evolve it does so without hesitation or regret. A strong brand is successful even during technological change by not just adapting, but controlling its future. This “sounds” like Taylor Swift. She started as a young country performer, and when that became too defining and restrictive she segued to become a pop artist. Whether you like her or not you cannot deny that she has grown into a cultural icon: She has taken on Spotify and Kanye West. She knows who she is at any given time. Just when you try to put her in a box she thinks outside of it. She releases albums not press releases, and a strategically placed op-ed piece or blog posts. She is Taylor made. This case facilitates assessments of Swift’s past and present branding, while inviting recommendations for her future branding strategy.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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