In the world of marketing, there is rarely an example that so clearly demonstrates the power of strategy, narrative, and psychological impact as the concept behind the Taylor Swift brand. Although she is a (pop) star, what interests us is not the music — but the mechanism behind her global relevance .
Our CEO and founder, marketing and customer experience expert, Miljan Premović, analyzed her brand, where he identified four phases that form the foundation of her strategy, and which can be applied in any business context:
1️⃣ Cultural capital – positioning in the collective consciousness through music
2️⃣ Digital capital – community activation through social networks
3️⃣ Archetypal narrative – a story that triggers emotion through a “fairytale princess misunderstood but modern”
4️⃣ Neuro-psychological effect – interaction, mystery raising dopamine and adrenaline
📌 This is not a story about celebrities and the values they promote. This is a model that shows how to build influence, loyalty, and economic value through brand strategy . And whether these models will be used for good or bad things depends on the personality that wears it.
Watch the entire show here: