How Taylor Swift Built a Brand on Narrative Intimacy

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · Jun 4, 2026 · 7m · transcript

Lucas and Luna break down the brand strategy behind Taylor Swift's Eras Tour, arguing that her real product isn't music—it's a decade-spanning narrative universe that fans co-own. They examine how Swift uses Easter eggs, vault tracks, and surprise album drops to create what Lucas calls 'participatory mythology.' The conversation touches on the calculated scarcity of the Eras Tour film, the Folklore cottagecore pivot as a brand refresh, and why the Travis Kelce storyline functioned like a live-action marketing campaign. Specific numbers: the $200-million-plus gross of…