Return to home page
Searching: Muskingum library catalog
We are currently experiencing delivery delays for items requested from other institutions while transitioning to a new statewide delivery service. Please contact your library with questions or advice about alternative resources. Thank you for your patience!
  Previous Record Previous Item Next Item Next Record
  Reviews, Summaries, etc...
EBOOK
Author Allan, David B.,
Title Taylor made : Swift branding / David B. Allan.
Imprint London : SAGE Publications: SAGE Business Cases Originals, 2019.

LOCATION CALL # STATUS MESSAGE
 OHIOLINK SAGE BUSINESS CASES    ONLINE  
View online
LOCATION CALL # STATUS MESSAGE
 OHIOLINK SAGE BUSINESS CASES    ONLINE  
View online
Author Allan, David B.,
Series SAGE Knowledge. Cases
SAGE research methods. Cases
SAGE Knowledge. Cases.
SAGE research methods. Cases.
Subject Swift, Taylor, 1989- -- Case studies.
Branding (Marketing) -- Social aspects -- Case studies.
Product management -- Case studies.
Country musicians -- United States -- Case studies.
Popular music -- Social aspects -- Case studies.
Description 1 online resource.
Bibliography Note Includes bibliographical references and index.
Summary 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.
Note Description based on XML content.
ISBN 9781526470638 (ebook)
1526470632
OCLC # 1089146019



If you experience difficulty accessing or navigating this content, please contact the OPAL Support Team