Exploring the branding power of Taylor Swift and Liverpool in successful Brand Fusion event
On 6 June the University of Liverpool Management School hosted Brand Fusion: Liverpool Celebrates Taylor, in anticipation of the upcoming three-night residency at Anfield Stadium, for her Eras Tour. This event linked Liverpool’s reputation as a world-class cultural hub, with the branding power of Taylor Swift, and brought together students, academics, and industry practitioners to discuss cultural impact, icon making and branding.
The project team for this event was led by Dr Cathy McGouran, Senior Lecturer in Marketing (ULMS), who pulled together academic and professional services colleagues in the School to work with BA Marketing alumna Holly Fitzgerald in designing and executing an action packed day.
Opening with an interactive keynote presentation by Fiona Boardman, Senior Client Partner and Matty Balnaves, Head of Strategy, from Liverpool-based marketing agency Agent, the pair brought the art of storytelling and image cultivation in Taylor’s work and linked this to Liverpool’s own reinvention of its urban identity in recent years.
Following this, a panel hosted by Cathy McGouran, including Jess Cavendish (Marketing Liverpool), Sue Finnegan (Commercial Director, Culture Liverpool), Paul Newman (Communications Director, Liverpool 2008) and Kevin McManus (Head of UNESCO City of Music), discussed Liverpool’s upsurge in hosting an array of high-profile events, drawing on their own involvement in Eurovision 2023, 2008 European Capital of Culture and Liverpool’s recent transformation into ‘Taylor Town’. It was clear from the discussion how transformation marketing tactics significantly enhances visitor experience by bringing artists, visitors and the wider community into the celebration.
Kevin McManus said: "It was great to be involved in today's event which looked at the importance of major music events to the city. Liverpool is, and always will be, a music city. Huge events like the Taylor Swift gigs and the Taylor Town activity around them allow the city to showcase and celebrate the power of music, and its economic impact, to a global audience".
The event also saw inspirational contributions from the Management School’s Dr Jennifer Davies with her presentation "Shake It Off and Step Into the Light: The Power of Perseverance in Creative Projects” where she discussed her own experiences in the music industry and the setbacks and challenges she had encountered before drawing parallels to Taylor Swift's own mantra of overcoming setbacks amongst industry pressures.
Another panel, hosted by Dr Ahmed Al-Abdin saw Holly Fitzgerald (Holly Fitzgerald Marketing), Kayla Holdroyd (Founder of Persephone Marketing), and Helen Hepworth (Director at Collective Stories) discuss the importance of shaping powerful narratives within the realm of marketing and branding – and how Taylor Swift embodies such methods through her constant reinvention and image cultivation.
The final presentation of the day was by Tanya Arturi, Independent Digital Marketing Consultant. Speaking on behalf of the Chartered Institute of Marketing, Tanya offered a pracademic insight into the drivers and elements of personal branding – highlighting Taylor’s approach to personal branding as one of authenticity and deep connection with her audience.
Commenting on the success of the day, Professor Pippa Hunter-Jones, Head of the Marketing Subject Group, commented: “I can’t thank the project team, particularly Cathy McGouran, Holly Fitzerald (alumna) and Hannah Gilbert (Marketing) enough for bringing together such a fantastic line-up of presenters to challenge and inspire us. We’ve all taken something away from today including opportunities for future projects and collaborations together.
Thank-you Taylor Swift for getting us organised and all involved for making it happen!”