Orange is the New Era: Mattias Mackler on the Global Influence of Taylor Swift

How did Taylor Swift turn the world a vibrant shade of tangerine?

Mattias Mackler, Creative Director at FutureBrand in New York, explores how Taylor Swift turned orange into the defining shade of her new album – and in doing so, sparked a widespread marketing moment.

Sparking tributes across the NFL and NHL, and inspiring brands like FedEx, Dunkin’ and Popeyes, the “Orange Era” shows the speed and scale at which cultural codes can spread when driven by emotion and strong storytelling.

The watch-out moment for brands looking to cash in? As the stampede for Brat and Barbie pink has proved, unless you lean in with flair and wit – in a timely way that feels authentic to your brand – you risk being seen as trying too hard (or as just another name in the crowd). Worse still, you might not be seen at all.

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