Lesson in marketing from pop singer Taylor Swift

Earlier this year, after watching the Grammys I wrote a posted titled: “Lessons in business from the soul singer Adele”. So after catching Taylor Swift on 60 Minutes this past Sunday I decided it was time for a similar follow up. Who knows, perhaps I’ll position these pop music inspirations as another series in the AU blogging lexicon. Time will tell.

Watch the video:
http://www.cbsnews.com/video/watch/?id=7411988n

Read the transcript:
http://www.cbsnews.com/8301-18560_162-57451731/taylor-swift-a-young-singers-meteoric-rise

Note: Some of these thoughts might be slight repeats from the Adele article. To me this confirms that great minds think alike.

—It’s never too early to start. Ms. Swift has sold millions of downloads, tickets and CDs and she’s barely into her twenties. The 60 minutes piece goes back to her pre-teens. In short, she’s been working towards this for quite some time. How prepared are you and your brand for the long run?

—Be fearless and relentless. Ms. Swift had such a strong vision and belief in herself that she was willing to tell her record company to take a hike. It was they who needed her, not the other way around. Go Taylor! No one loves a wishy-washy brand with no character. On top of that, as a teen she played bars and other venues that were probably less receptive to her and he type of music. None the less, she played though and built strength and confidence. Lesson: The beaten path is for the beaten. A true champion isn’t afraid to build character, learn from that and then press on.

—Be true to yourself and authentic to the world. Rather than sing songs someone else wrote, Ms. Swift insisted she sing her own. How could she be herself if she was merely puppeting someone else? Perhaps this is a lesson Mitt Romney could stand to learn?

—Be engaged with your fans and followers. There are few pop-stars who are successful enough to hide behind the curtain of super-stardom. Clearly, Ms. Swift is one of them. But does she hide? Nope. Before, during and after shows she’s directly engaged with her fans. Are there times she would prefer not to? Of course. But successful brand building isn’t about doing what you want to do, it’s about doing what you need to do to get the job done. Shaking hands might suck but having no hands to shake sucks even more, eh?

—Be engaged with your own brand. Perhaps 60 Minutes was kind to her and edited out shades of control-freak, micro-manager, etc. I don’t think that was the case. Ms. Swift, despite her youth, embraces the fact that no one understands and defines her brand better than she does. She could certainly afford to outsource such things yet she takes the extra time and in turn reaps the benefits. I can think of quite a few adults I know who aren’t this wise on this matter.

—Quality still matters. If tired manufactured controversy sells best and mindless pop fodder is what the people want to hear, then someone please explain Ms. Swift (and Adele). Be wary of those who champion short cuts for they are probably doing so because they lack the wherewithal to stand alone at the top. Simply put, there are no short cuts to being the best. Gimmicks are like cigarettes, one by one they will shorten the life of your brand.

—Be humble. This one I know is a Adele repeat. Great as these two artists are you would never know it. They let their talent, accomplishments and their fans do the talking. There’s not need for excessive bravado and the usual PR cliches. While I don’t want to come across as sexist, I have to wonder if this is a natural advantage women have that testosterone types do not.

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