<\/p>\n
<\/p>\n
There are many contenders from around the globe for the mantle of ‘GOAT”, or at least of the last 20 years.<\/p>\n
The obvious choice might be Steve Jobs, whose single-minded pursuit of all the factors that coalesce into great, long lasting, and commercially effective marketing culture is unparalleled.<\/p>\n
You might nominate Elon Musk. He reshaped the auto industry worldwide, made batteries sexy, and figured out how to create a reuseable rocket, before imploding by renaming Twitter \u2018X\u2019.<\/p>\n
How about Jeff Bezos who figured we would buy books online and turned that idea into a retail behemoth that has reshaped markets.<\/p>\n
Some might add the foul mothed Gary Vaynerchuck to the list, whose ability to promote himself while talking about himself is unmatched.<\/p>\n
Then there is a small number of genuinely original marketing thinkers and academics: Seth Godin, Mark Ritson, Byron Sharp, Roger Martin, and Scott Galloway.<\/p>\n
Add in a few hands-on practitioners like Angela Ahrendts, Richard Branson, Marc Pritchard, and a trio of Aussies who changed the world, Melanie Perkins, and the Atlassian duo of Farquhar and Cannon-Brookes (whose core values include ‘don\u2019t F%@k the customer’) and you have a good list.<\/p>\n
However, my nomination would be from outside the usual ‘who is the GOAT’ box. It is a 34-year-old musician, songwriter, entrepreneur, and publicity machine, who has added tens of billions to the GNP of the US.<\/p>\n
Taylor Swift.<\/p>\n
I could not identify one Taylor Swift song, and I do not know if she even has any musical talent, but she certainly is a truly great marketer!!<\/p>\n
To have the world talking about you, (even a 72-year-old bloke in a blog post) to have massive fan clubs of \u2018Swifties\u2019 salivating over every new piece of iconography, hordes fighting to pay eyewatering amounts to get nosebleed seats in a 100,000 seat stadium, takes some talent.<\/p>\n
What makes her so great? Indeed, what are the common characteristics of all those in the list?<\/p>\n
Swift is touring Australia, starting later this month, with multiple sold out shows in Sydney and Melbourne. The hype is becoming all consuming: you even have to reserve a spot in the line to pick up your merch and get to the cash register at the exit of the ‘pop-up’ merchandise stores.<\/p>\n
Header illustration is via DALL-E, everything else is ‘organic’<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
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