Taylor Swift: A masterclass in market orientation
As Taylor fever grips the nation, Neighbourhood Strategy’s Christine O’Keefe deep dives into how the pop star continues to put her customers at the forefront of everything she does.
If, like me, you have been fascinated by the seemingly stratospheric rise of Taylor Swift, from a very talented musician to an icon of our times, you may find it useful to join me in a little passion project of mine – putting ‘brand Taylor’ under a marketing lens to understand the hysterical era we are in.
There’s a lot to be said about Taylor. Her ability to build a consistent brand whilst simultaneously re-inventing herself through new musical genres, her sales smarts in reclaiming the rights to her music and touring the world with essentially a 3.5hr cross-sell of her back catalogue to reinvigorate each of her albums, her sheer likeability to people of all ages and stages.
But today, in the afterglow of a magical weekend within Taylor’s orbit in Melbourne, I am going to talk about what I believe is at the centre of her blinding success; Taylor’s market orientation.
