# Prof. Jeffrey Carr on Taylor Swift's brand-building strategy

1 Faculty News February 6, 2015 ![Inc. logo](/sites/default/files/styles/246w/public/assets/images/con_032187.jpg?itok=TSGPgNt6)>

Excerpt from [Inc.](http://www.inc.com/vicky-castro/how-to-succeed-as-an-entrepreneur-taylor-swift-style.html) -- "'It is incredibly difficult to start to do things that are not within people's expectations because that brand promise comes with expectations,' says [Carr](http://w4.stern.nyu.edu/faculty/bio/jeffrey-carr). 'What is impressive about Swift is that ability to cross lines.'"

[Read more](http://www.inc.com/vicky-castro/how-to-succeed-as-an-entrepreneur-taylor-swift-style.html)