10: The strategic genius of Taylor Swift: Insights from Kevin Evers, senior editor at Harvard Business Review

What lessons can marketers learn from Taylor Swift’s massive success?  In today's episode, Alan Hart talks with Kevin Evers, senior editor at Harvard Business Review and author of the book There’s Nothing Like This: The Strategic Genius of Taylor Swift, about the branding and strategy lessons marketers can learn from the record-breaking artist. He reveals what prompted him to write about Swift and the commonalities he discovered between Taylor, Jeff Bezos, Jerry Garcia, The Beatles, and Reddit's true crime communities.  Kevin explains that since the start of her career, Taylor has created “blank space” for herself in crowded categories through innovative differentiation techniques, like insisting on writing her own songs as a teen girl for teen girls at a time when most hits on country radio were performed by men. He notes she has a classic entrepreneurial spirit that has helped her beat the odds and defy what the data said was possible to reach levels of fame beyond most people’s expectations. Kevin and Alan discuss the rebranding lessons marketers can learn from Taylor’s transition from country to pop music and noting how she integrates personal connection into every aspect of her approach while maintaining the allure of scarcity with her dedicated fanbase.   Kevin suggests that Taylor Swift’s success goes beyond her songwriting talent and superstar status. He believes it’s her strategic marketing approach and deep connection with her fans that truly set her apart—a lesson that all marketers can learn from.   Key quotes:  "Her customer obsession is her secret sauce. Again, incredibly talented, a great songwriter, but talent isn’t necessarily a scalable asset, but she knows that her fans are a scalable asset.” - Kevin Evers, senior editor at Harvard Business Review  “She sets high expectations and then she exceeds those expectations. And in most cases, she gives fans more than they maybe even deserve and I think that fan obsession is a big part of why her fans stick around for so long, and when she’s able to recruit new fans.” - Kevin Evers, senior editor at Harvard Business Review    In this episode, you'll learn:  The importance of Taylor Swift's “fan-first approach”   Rebranding lessons from her shift from country to pop  How Taylor has wisely evolved her marketing strategy over the years     Key highlights:  [01:30] Delayed speech created a great interviewer   [03:00] Kevin’s unconventional path to Harvard Business Review  [03:55] Where did the idea for his new book come from?  [05:15] Taylor Swift as a brand  [06:35] A “fans first approach”  [12:00] Taylor’s approach to risk  [14:00] Rebranding from country to pop  [16:55] Pros and cons of fame  [18:25] How Tayor's media strategy has shifted  [24:45] Differentiation in a crowded category  [28:45] An experience that defines you: Embracing the creative process  [30:20] Advice to your younger self: It’s all going to be okay  [33:20] A topic marketers need to learn more about: What will break through?   [35:05] Subcultures to follow: Superfan subculture   [36:10] Largest threat to marketers today: A crowded marketplace     Resources mentioned:    Kevin Evers  Harvard Business Review  There’s Nothing Like This: The Strategic Genius of Taylor Swift   The Strategic Genius of Taylor Swift   Grateful Dead Bootlegs  Pear Jam Wishlist   Deep Taylor Fandom on Reddit    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Kevin Evers and Harvard Business Review  Kevin Evers on X  Harvard Business Review on X  Harvard Business Review on Instagram  There’s Nothing Like This on Instagram    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads