13. September 2024
What is the best brand in the world? Apple, Ferrari, Louis Vuitton or Rolex? The answer: It is the Everything Brand! A brand that is able to do just about anything. Marc Schumacher, CEO of the Avantgarde Group, has an example: “If Nike opened a hotel tomorrow, we would probably all go there – if Marriott made a new shoe tomorrow, we probably wouldn’t buy it.” The Everything Brand can completely shift power relations, as Taylor Swift and Cristiano Ronaldo are currently proving.
This week, the Everything Brand has unleashed its true power for the first time. It did so in the Figure of Taylor Swift. Actually just a musician, a country girl. Born in 1989 in the small town of Reading in Pennsylvania, which has a population of 95,000. At 14, she wrote song lyrics and moved to Nashville, the heart of American country culture.
Today she is the music. 1.4 billion dollars rich. She is her own unicorn. Unlike all other stars, she doesn’t just have fans, she has Swifties. Her own army that sings her every word. 284 million people follow her on Instagram alone. American football star Travis Kelce from the Super Bowl winner Kansas City Chiefs follows her even further – they are the All-American Dream Couple. The football hero and the country darling. In Germany, that would probably be like Helene Fischer and Joshua Kimmich dating.
With her communication power, Taylor Swift could easily outmaneuver corporations like Procter & Gamble or even luxury giant LVMH, says Marc Schumacher, CEO of the leading agency for brand experiences. Whatever she brings to market, Swifties would immediately line up – or even boycott certain products, like yesterday’s TikTok outfit.
Spotify already felt this in 2014 when Taylor Swift boycotted the streaming service because of its payment method and pulled all of her songs. It was as if someone had sucked the water out of the Pacific. Taylor stands for 200 million records. Spotify, one of the most successful platforms in the business, was stunned and had to give in.
Now the Everything Brand has set itself a new goal: to determine the most powerful person in the world. Namely, the next US President or – more precisely – the first US President in history.
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