see, I don't think they do. look at her singles. they're not promoting her as "earnest singer-songwriter" (though obviously also not as "pop star"). they're promoting her as "teenage girl who writes catchy songs, usually about ex-boyfriends."
But that marketing campaign relatively speaking flopped last time around. They got no HUGE singles, just a bunch of mediocre ones, and a ton of album sales. But like we discussed on the last page, album sales generally aren't all that matters.. you need singles to stay relevant, make money from radio, etc.
I guarantee they try and remarket Red
in a different light, i.e. "grown-up Swift," but need a gimmick or two to get people to know she's back. Probably closer to the album's release they'll begin saying how much she's changed, but now it's a matter of getting Swift back on people's minds. Last time around, they toyed with the "teenager who wrote her own album" idea because she was 18-20 whilst writing all the songs.. so she was exactly that, a teenager who wrote her own album. Now she's a girl in her early 20's, which is going to force them to at least make it so that she's a young adult with dating issues. Lyrically you did see some growth from Fearless to SN, though, Last Kiss and Dear John could have easily been written by a person in their mid 20's. Expect more of the same this time around, but intensified.