Taylor Made: Swift Branding

Taylor Made: Swift Branding

  • Case
  • Teaching Notes
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.

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