Last week I learnt about new business opportunities from two female icons: Barbie and Taylor Swift. Because if anyone knows about growing your consumer base, it’s the makers of an ageless toy and the singer worth some $740 million. Swift, 33, generates $13 million in ticket sales for a stadium concert; when she finishes her last UK gig next summer it could be the finale of the world’s first $1 billion “unicorn” tour.
It’s easy to dismiss these two phenomena as cultural fads. In fact, their success stories are lessons all of us can learn from, because both have continually evolved into different brands and engaged with even more consumers.
I’m well aware of the reasons for Swift’s success. Aside from the brilliance of her
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