When we discuss the power of brands, we are talking about influence. It’s not just a matter of recognition but about shaping how a brand is perceived and experienced. Iconic brands don’t sell products; they sell feelings and experiences. In car advertisements, they aim to raise our adrenaline or reassure us that with a certain car, we can safely and comfortably drive our family to their destination. Brands with consistent, emotionally charged messaging successfully paint a picture of the life we aspire to live—one that, of course, becomes more attainable with their product or service. They understand whom their audience is, which is why they know how to speak to them. Their message is clear, and their communication is authentic, relevant, and meaningful. A strong brand has a clear identity.

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When we discuss the power of brands, we are talking about influence. It’s not just a matter of recognition but about shaping how a brand is perceived and experienced. Iconic brands don’t sell products; they sell feelings and experiences. In car advertisements, they aim to raise our adrenaline or reassure us that with a certain car, we can safely and comfortably drive our family to their destination. Brands with consistent, emotionally charged messaging successfully paint a picture of the life we aspire to live—one that, of course, becomes more attainable with their product or service. They understand whom their audience is, which is why they know how to speak to them. Their message is clear, and their communication is authentic, relevant, and meaningful. A strong brand has a clear identity.

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As I wondered what to write in this column about strong brands, one name kept coming to mind: Taylor Swift. Not because I am a fan of hers—I am not a Swiftie. Nor because I support (all) her actions and stances. However, I do think she is currently one of the most powerful brands in the world. I know people who were deeply disappointed when they could not attend any of her concerts during her latest European tour. I know others who attended multiple concerts—ticket prices did not matter. I have seen videos of people hysterically crying from happiness at her concerts. And I’ve seen clips of those on the verge of a nervous breakdown when her Vienna concert was cancelled due to the threat of a terrorist attack.

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The Taylor Swift phenomenon represents a unique cultural, social, and musical force that transcends traditional boundaries of fame and influence. Her fans are among the most devoted in the world; passionately defending her against critics, tirelessly uncovering hints and secrets Swift embeds in her work. They are not merely passive listeners or "consumers" of her music but active participants in celebrating her successes, supporting her growth, and championing her career. What brand wouldn’t want such loyalty from its customers?

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Taylor Swift goes beyond music. She has become a symbol of female empowerment, independence, and perseverance. Her public battles for artistic control—particularly the fight for ownership of her original recordings—created waves, perhaps even tsunamis, as they highlighted issues of ownership and artists' rights in the music industry. She also actively uses her platform to advocate for political and social issues such as LGBTQ+ rights, voter participation, and feminism, further solidifying her position as a powerful voice in modern culture. Most recently, she publicly endorsed Kamala Harris and Tim Walz in this year’s U.S. presidential race.

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Iconic brands don’t sell products; they sell feelings and experiences. In car advertisements, they aim to boost our adrenaline or reassure us that a particular car will safely and comfortably bring our family to its destination.

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If we talk about brand power in terms of influence, we can definitely learn something from the Taylor Swift brand. Throughout her career, she has grown and evolved, all while staying true to her authentic self and building her brand on authenticity, which is at the heart of her storytelling. In nearly two decades, her brand has undergone an evolution while maintaining its core identity. Her communication with fans is direct and consistently makes them feel valued. What I find particularly important from a (strategic) communication perspective is the fact that Taylor has carefully controlled her narrative—because she knows who she is, what she wants, and where she’s going.

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The Taylor Swift phenomenon teaches us that a brand can change over time—it can grow and develop due to both internal factors and external ones, because a brand does not exist in a vacuum and should respond to changes in culture, society, politics, and science. It teaches us not to underestimate consumers. Above all, it gives us perhaps the most important lesson: It is crucial for a brand to have a solid core of values it stands for, to remain true to itself, and to be fully aware of its power and the way, the reasons, and the direction in which it channels that power.

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This column was originally published in the 15th issue of the Super Brand magazine. You can subscribe here.

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