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Author Allan, David B.,
Title Taylor made : Swift branding / David B. Allan.
Imprint London : SAGE Publications: SAGE Business Cases Originals, 2019.

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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)
OCLC # 1089146019

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