Taylor Swift is everywhere these days, from performing at her sold-out Eras Tour concerts to sitting in box seats at Sunday's NFL games. Her brand is becoming a new method for fans to self-identify and express themselves. Marcus Collins, University of Michigan Ross School of Business Marketing Professor, highlights the deep-rooted relationship Swift has with her fans and how brands capitalize on this.

"Everything around Taylor Swift's orbit is perfectly curated," Collins comments. "But I think the major takeaway for marketers, for leaders, for entrepreneurs, for anyone who's trying to present themselves to the world in a compelling way, is that you have to start with how do you see the world? What's your worldview? What's your ideology? The point of view you have on the world."

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This post was written by Luke Carberry Mogan.

Video Transcript

- When you think about Taylor Swift and how she is this marketing mastermind-- I'm going to play to some of her songs there-- why?

How has she kind of cultivated this identity?

MARCUS COLLINS: What Taylor Swift has done is twofold.

One, she has identified who she is beyond just being an artist, beyond just being someone who makes music.

She's an icon.

She represents something.

She represents a certain brand of feminism.

And so she transcends the category in which she operates.

The second part that she's cultivated a community.

Not just fans who like the music, but a group of people who self-identify by their membership in the community, i.e.

Swifties.

And therefore, they see the world similar to the way that Taylor Swift does.

And her personhood becomes a way by which they represent their identity.

And that's super powerful for brands writ large.

BRAD SMITH: Marcus, I got to admit, even I'm becoming a convert here.

I've watched the documentaries.

I've looked at potentially purchasing tickets to the concert here.

And I feel like every day, I'm growing closer to the official title of Swifty.

I'm not there yet.

But you give her so much credit for how well the team around her and herself have been able to put on a show that brings everybody in and gives them a sense of what to expect.

You look around her and all of the capitalizing on where there's merchandise and where they can continue to make sure that she's in the public spotlight, and now the movie.

So all of these things considered, what is the lesson that anyone who is trying to market themselves should take away from Taylor Swift?

MARCUS COLLINS: Yeah.

Well, everything around Taylor Swift's orbit is perfectly curated.

But I think the major takeaway for marketers, for leaders, for entrepreneurs, for anyone who's trying to present themselves to the world in a compelling way is that you have to start with how do you see the world?

What's your worldview?

What's your ideology?

The point of view you have on the world.

And everything that you do should be a demonstrative representation of that, an expression of that.

We see that in her music.

We see the way that she lives her life.

We're seeing the things that she speaks out about.

These things are all reflections of who she is.

So for marketers, for brands, for content creators, we have to ask ourselves, who are we?

And then who sees the world the way we do?

And how do we use our resources trying to facilitate connection, facilitate those covalent bonds that connect us with people?

When that happens, we activate a network effect that starts to reverberate into the population, i.e.

converting you.

Taylor Swift isn't talking to you.

But it is the cacophony of the people who are now a part of this community that is persuading you to go a certain way, to consume a certain thing, and to self-identify a certain way.

And that is unbelievably powerful.