Kevin Evers, senior editor at Harvard Business Review and author of There's Nothing Like This: The Strategic Genius of Taylor Swift, recently joined our Marketing Beyond podcast to break down the marketing lessons behind one of the most successful entertainment brands of our time.
In the world of marketing, few names resonate as strongly with people as Taylor Swift. While many recognize her as a pop icon, Kevin Evers sees her as a strategic marketer whose business acumen offers valuable lessons for leaders across industries. In a recent episode of the Marketing Beyond podcast hosted by Alan Hart, Evers dives into the marketing moves that have propelled Swift’s career.
Six marketing moves brand leaders can learn from Taylor Swift
1. Create blank space in crowded markets
Taylor Swift's career is marked by strategic differentiation; Evers describes the concept as creating "blank space" in crowded markets. From the outset, Swift made it a priority to write songs that spoke directly to teen girls. By bringing new stories and perspectives into the country music scene, she established a niche and built a dedicated following.
For marketers, Evers suggests that Swift's approach demonstrates the importance of identifying and addressing unmet needs. By creating new categories, brands can achieve differentiation that resonates with customers.
2. Build a brand on intimacy and connection
Swift's brand is built on a foundation of intimacy and connection. Evers highlights how Swift's ability to convey emotion and build stories in and around her music sets her apart. This approach isn't just about selling albums; it's about creating a community where fans feel personally connected to her journey.
“I think she’s always known her brand is based around intimacy and connection with her audience—and curiosity,” Evers says. “So, everything she does is based on those components and the way she sings her songs, the way that she conveys emotion from line to line, from word to word sometimes.”
Swift's fan-first strategy is a masterclass in customer obsession. She doesn't just engage with her audience; she invites them into her world, fostering a sense of belonging and loyalty. This is evident in her decision to host listening parties in her own living room, a gesture that underscores her commitment to fan engagement.
“What stands out about Taylor Swift's strategy is her use of storytelling to showcase authenticity and build trust with fans, who in turn remain loyal even as her brand and music evolve. In marketing, this means evolving GTM strategies to meet changing customer needs while staying true to your core brand and value proposition. The lesson for marketers is clear: Adaptability and authenticity go hand-in-hand to drive sustainable loyalty and growth.”
Baylee Simon | Principal, Deloitte Digital
3. Rebrand with purpose: The transition from country to pop
One of Swift's strategic moves was her thoughtful change from country to pop music. Evers explains that this wasn't just a change in sound—it was a complete rebranding effort that maintained her core brand values while expanding her reach.
Swift's ability to communicate the reasons behind her transition was key to its success. She engaged directly with her fans, explaining the personal growth driving her decision. This transparency fostered trust and allowed her audience to embrace the change.
For marketers, Evers emphasizes that Swift's rebranding offers a lesson in the power of storytelling. By clearly articulating the rationale behind strategic shifts, brands can bring their customers along for the ride, minimizing resistance and maximizing engagement.
4. Use community for brand growth
Swift's understanding of "community" and community dynamics is a cornerstone of her marketing strategy. Evers compares her approach to that of the Grateful Dead—the band allowed fans to record and share concert performances, thereby strengthening fan bonds and expanding the Dead's reach.
Swift's decision to allow fans to live-stream her concerts during the Eras Tour exemplifies this strategy. Rather than monetizing every aspect of her career, she empowers her fans to become co-creators of her brand narrative. This not only enhances engagement but also fosters a sense of ownership among her audience.
“Taylor Swift’s approach to brand building is a masterclass in authentic differentiation. At Deloitte Digital, we encourage our clients to find their own ‘blank space’—to identify what makes them genuinely unique and to build marketing strategies rooted in audience insights. Swift’s success reminds us that true connection starts with understanding and serving unmet needs, which you can only do by engaging, getting to know, and building relationships with customers.”
Katie Denlinger | Principal, Deloitte Digital
5. Embrace change through calculated risk-taking
Swift's career is characterized by calculated risk-taking, a trait that Evers believes is essential for sustained success. Her move to the pop genre was a significant risk, but it was executed with precision and purpose.
Evers notes that Swift's storytelling abilities enable her to navigate these risks effectively. By proactively building narratives around her decisions, she keeps her audience engaged and sets the tone for public conversation by addressing potential criticisms directly.
For marketing leaders, Evers highlights the importance of embracing change and taking calculated risks. By communicating the reasons behind those strategic pivots, brands can foster trust and maintain customer loyalty—even through periods of transformation—and drive growth.
6. Innovate beyond expectations
Swift's entrepreneurial spirit is evident in her ability to innovate and adapt. Evers draws parallels between Swift and business leaders like Jeff Bezos, noting her relentless focus on exceeding customer expectations.
Swift's willingness to experiment with new formats and engage her audience in novel ways has been instrumental in her success. From surprise album drops to interactive social media campaigns, she consistently finds ways to keep her brand fresh, relevant and true to her core. For example, Swift’s latest album release is an example of strategic channel selection and audience engagement.
For marketers, Evers suggests that Swift's entrepreneurial mindset reminds them to continually seek new opportunities for engagement and growth. By prioritizing innovation and customer satisfaction, brands can achieve long-term success.
“CMO leadership, Swift-style: Declare the era, protect the masters (your data and community), spotlight collaborators, and own the tough notes yourself—because teams scale what leaders model.”
Alan Hart | Senior Manager, Deloitte Digital, and Host of Marketing Beyond
A blueprint for marketing success
Taylor Swift's strategic genius offers valuable insights for marketing leaders seeking to elevate their brands. Her ability to build community, embrace change, and innovate with purpose sets a benchmark for success in today's competitive landscape.
As Evers concludes in the podcast, Swift's mastery lies not just in her high level of talent but in her ability to strategically position, package, and deliver her brand to the world. By adopting Swift's principles, marketers can create lasting impact and drive meaningful connections with their audiences.
Listen to the full conversation with HBR's Kevin Evers on Marketing Beyond with Alan Hart to dive deeper into the strategic principles behind Taylor Swift's marketing success.
The strategic genius of Taylor Swift
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