Say what you will about her music, persona, or awards-show grooving, Taylor Swift is a marketing genius.
From product launches and rebranding to borrowed equity and social media domination, the playbook of the 25-year-old recording artist reads like a Strategy 101 textbook.
Legions of loyal fans see her as approachable, sincere and authentic. News outlets willingly spread that message. Celebrities clamor to be part of her posse, eager to capitalize on a Swiftian halo effect.
She is an ideal example of the power of earned media and social reach. Her label may toss cash at paid ads, but by and large Swift grinds out her coverage the old-fashioned way: She earns it. Because of that, she reaps insane ROI through the message amplification of others.
Below are five lessons from this country-turned-pop star that you can apply to your brand:
1. Be willing to reinvent your brand.