Liverpool, a city that has struggled to adapt to a post-industrialised Britain, is undergoing a remarkable transformation into an entertainment host city. As it gears up to welcome global pop icon Taylor Swift for her world tour, the city rebrands itself as "Taylor-town," poised to experience a significant economic boost and an evolution of its cultural identity beyond its Beatles legacy.

But let’s be honest: no one reading actually cares about Taylor Swift herself, but everyone cares about the economic windfall she brings. Sorry, Swifties.

In a cruel twist of fate, Sir Paul McCartney (an actual BEATLE) finally hit billionaire status last month after a grueling 60-year journey, while Taylor Swift, with barely two decades under her belt, raced past him to join the billionaires' club. And now, Liverpool’s musical heritage, once the pride of the city, now takes a backseat to the circus which is Taylor Swift's world tour. Eurovision laid the foundations to the host-city strategy and contributed £54 million to the local economy, but now Liverpool is betting its near-future on Swift's star power, hoping to cash in on the estimated billion-pound windfall. To be clear, I think Swift is a good fit for Liverpool's pop music heritage, but where does it stop? Will every visiting icon assume god-like status and eventually see the cultural goodwill of the city eroded?

Live events are uniquely positioned to build communities and economies but they are also critical to preserving cultural legacies. Liverpool's plan to engage Swifties (or whoever the next train of fans will be arriving at Liverpool Lime Street) should ensure that it doesn’t sell its cultural soul in exchange for a short term boost. Its heritage needs to comfortably sit alongside the stars it hosts. Whilst embracing the fleeting allure of celebrity culture, it needs to avoid sacrificing its identity on the altar of economic growth.

Liverpool’s host city strategy and transformation into "Taylor-town" may also serve as inspiration for other cities grappling with economic woes, but at what cost? Can Derby ‘do a Liverpool’? Perhaps Glasgow will jump on the bandwagon (tour bus), but at what expense to their cultural integrity? It's a fine cultural identity line that these cities all tread.

For CMOs looking to revive tired brands, Liverpool's descent into Taylor-mania offers a lesson. Aligning your brand with big names and quick blast events may bring short-term attention, but at what cost to your brand's authenticity? Creating transitory immersive experiences and capitalising on social media buzz may boost engagement, but if it comes at the expense of your brand's values, is it worth it? Drive economic impact by all means, but not at the expense of your brand's integrity and community trust.

As Liverpool transitions from the center of Beatles' heritage to the 3-night spectacle of Taylor-Town, it's worth pondering the price of progress. Taylor Swift’s tour may offer short-term economic gains, but at what cost to Liverpool's cultural legacy? In this tale of two cities, Liverpool risks losing more than it gains if it doesn’t get the balance right. A cautionary tale for cities and brands alike.