In an industry where careers peak and fade quickly, Taylor Swift has defied the odds, turning nearly 20 years of sustained cultural relevance into a marketing masterclass.
While Swift recently dominated stadiums across the world during her Eras Tour — the biggest tour in history — she chose to announce her twelfth studio album The Life of a Showgirl through a much more intimate format: a podcast interview. That podcast, hosted by NFL players Travis and Jason Kelce, briefly broke YouTube and racked up more than 15 million views in just two days
What’s behind Swift’s marketing success and what can other brands, companies, and aspiring marketers learn from Swift’s strategies? Willamette University Assistant Professor of Marketing Jane Machin explains Swift’s signature approach to branding and how the star has built enduring relationships with her fans (or customers).
Taylor Swift launched her new album via a podcast rather than through traditional media or advertising. Why do you think she did this and what does it say about our current media environment?
Swift’s decision to launch The Life of a Showgirl via the New Heights podcast signals a savvy read of today’s fragmented media landscape. Traditional channels (TV, radio, press junkets) no longer guarantee mass cultural impact. Podcasts, on the other hand, offer long-form, unscripted intimacy, capturing audience attention in ways that are harder to achieve through polished interviews or paid ads.
This move reflects a broader shift toward creator-led media ecosystems. Swift bypassed the gatekeepers, choosing a platform where she controls the message and benefits from built-in audience trust. It’s also a reminder that in today’s media environment, cultural relevance trumps formal publicity. The launch didn’t need mass advertising because the podcast itself became the media event, amplified by digital word-of-mouth and fan-generated virality.
From a marketing and branding perspective, what are the strategic advantages and potential risks of Taylor Swift linking her brand with NFL player Travis Kelce’s? How does this move leverage co-branding to reach a new audience?
From a marketing and branding perspective, Taylor Swift’s public association with Travis Kelce is a masterclass in strategic co-branding. It fuses two powerful cultural domains — pop music and professional sports — each with distinct, yet overlapping, fanbases. This expands Swift’s reach into the NFL’s predominantly male audience while softening and humanizing Kelce’s public image for Swift’s largely female fan demographic. It also enables both brands to tap into parasocial intimacy, a phenomenon where fans feel as if they know a public figure personally, which helps to drive loyalty, sales, and social media sharing.
Of course, there are risks. Swift’s brand equity is carefully curated and tying it too closely to another public figure introduces volatility. A relationship misstep — on or off the field — could trigger brand backlash or distract from her music. Furthermore, critics may accuse her of exploiting the relationship for publicity, which could erode trust if not managed with authenticity. That said, Swift’s brand has proven remarkably resilient to these concerns, largely due to her skillful control over narrative and timing.
Swift is known through deep engagement with her fans through storytelling, “Easter eggs,” and creating a sense of authenticity. What are the advantages and potential drawbacks of this approach for her brand?
Swift’s meticulous storytelling, direct fan engagement, and use of Easter eggs — hidden messages, symbols, and references intentionally placed within content for fans to discover — work in concert to foster attention, brand loyalty, and emotional investment. This strategy cultivates a sense of co-creation, where fans feel not just like consumers, but collaborators in the narrative.
Such immersive engagement aligns with research by marketing scholars Joseph C. Nunes, Andrea Ordanini, and Gaia Giambastiani, which identifies transparency, connectedness, integrity, legitimacy, originality, and proficiency as key drivers of brand authenticity. In an era where consumers increasingly seek brands that feel genuine and emotionally resonant, Swift’s approach exemplifies how authenticity and audience participation can become powerful tools for sustained relevance and cultural impact.
But the intimacy cuts both ways. Fans expect a level of authenticity that can be emotionally and logistically taxing. There’s also the risk of overinterpretation — where every outfit or lyric becomes a decoded symbol, potentially leading to miscommunication or parasocial entitlement. From a brand architecture standpoint, maintaining mystery while offering access is a delicate balance.
Beyond the entertainment industry, what lessons can companies and organizations learn from Swift's approach to using techniques like nontraditional media platforms, deep fan engagement, and community-building? Are any of these strategies (or others) replicable by smaller, less famous brands and organizations?
You don’t need Taylor Swift’s fame to use her playbook. Here are three strategies that any brand could try.
- Leverage nontraditional platforms: Whether it's a podcast, Substack, or Discord, brands should go where audiences are actively listening—not where they’re passively scrolling. A standout example is Liquid Death, the canned water brand that gained traction through YouTube comedy skits, viral TikToks, and bold collaborations rather than relying on traditional beverage marketing.
- Foster community over consumption: Swift cultivates shared rituals and insider knowledge. Smaller brands can adopt a similar strategy by creating spaces for authentic engagement through newsletters, behind-the-scenes content, or branded experiences. A compelling example is the Japanese journal brand Hobonichi Techo, which has nurtured a devoted global following by publishing reflective essays, showcasing user stories, and curating seasonal releases. Like Swift, Hobonichi doesn’t just sell a product — it creates a world that makes each customer feel like an insider.
- Design for discovery: “Easter eggs” aren’t just for megastars. Any brand can embed surprises in packaging, social posts, or customer journeys to reward attention and build buzz. According to Saatchi & Saatchi’s Lovemarks framework, the most beloved brands go beyond respect — they inspire loyalty beyond reason by tapping into mystery, sensuality, and intimacy. Within this model, surprise is a vital expression of mystery. It disrupts expectations in delightful ways, helping consumers form emotional attachments to brands that continually engage, amuse, or intrigue them.
Swift has been a public figure in the music industry for almost 20 years, with a long period of heightened media coverage and attention via her recent Eras Tour. How does Swift strategically sustain interest and engagement after such a long time without risking consumer exhaustion beyond her core fanbase?
Swift’s sustained relevance over two decades stems from her ability to constantly evolve — adapting to cultural shifts in real time while maintaining a clear and consistent brand identity. Each album marks a new “era,” defined by its own aesthetic, sonic palette, and narrative arc. She also switches formats fluidly: from re-recording her catalog and releasing vinyls to dropping documentaries and debuting albums on a sports podcast. This multi-platform reinvention strategy keeps fans engaged and curious, while never diluting her core brand.
But what sets Swift apart is that she doesn't merely follow cultural trends — she creates them. A perfect example: when she announced The Life of a Showgirl, her use of “Swift orange” as the visual identity of the new era sparked a wave of reactive branding. Within 24 hours, companies like KFC, FedEx, M&Ms, Olive Garden, Duolingo — even the Empire State Building — flooded social media with orange-themed homages, hoping to ride the cultural momentum she singlehandedly generated.
The insurance brand Geico has employed a remarkably similar playbook for decades. While its core message — “15 minutes could save you 15% or more on car insurance” — has remained unchanged, the brand constantly reinvents its creative execution. From the gecko to the caveman, from talking camels to bizarre “smart ads,” Geico continually refreshes its tone and formats to stay one step ahead of cultural fatigue. Like Swift, Geico isn’t just keeping up — it has shaped the cultural conversation over the years. Both brands demonstrate that the key to longevity isn’t just consistency or reinvention — it’s the ability to spark movements, not just respond to them.
Photo Credit: SockaGPhoto - stock.adobe.com | Toronto Canada, November 13, 2024; Angle view of the Friendship bracelet inspired sign over the entrance to the Rogers Centre in Toronto for the Taylor Swift Eras Tour concert.
