I can’t shake the feeling that there’s a very slow, very subtle shift going on with Taylor Swift’s brand.
She built herself up as pro-choice, feminist, outspoken and a liberal figure. But since this whole NFL era, it feels like the edges are being sanded down. It’s not loud, not obvious, just little things like the relentless focus on her cheering in the boxes, the glossy all American girlfriend framing, the way the messaging has become more family-friendly, less political.
It’s clever because it’s incremental. Nobody suddenly says that she’s gone conservative, but drip by drip she’s aligning with NFL values which are patriotism, wholesomeness and big money sponsors who want safe.
I'm not a massive swiftie, but I have enjoyed her music, and maybe I'm a bit of a cynic but isn’t this how brand re-positioning works? Quiet, steady, so by the time you realise it’s happened, it already has.
AIBU to think we’re watching that play out in real time and it could backfire badly? Especially if the upcoming album turns out to be very beige?