http://www.cnn.com/2013/08/26/showbiz/music/miley-cyrus-mtv-vmas-gaga/?hpt=en_c2
What do you think? Did Miley Cyrus hurt or help her personal brand? I think she lost a great deal of her brand equity. Many see her now as cheap and filthy.
What do you think? Did Miley Cyrus hurt or help her personal brand? I think she lost a great deal of her brand equity. Many see her now as cheap and filthy.
42 comments:
I would have to agree with you I think she looks cheap now. Then on the flip side she has gotten so much publicity from this stunt, everyone is talking about it. It has put a negative image on her brand, but if you didn't know who she was you most likely do now.
I would have to agree with you I think she looks cheap now. Then on the flip side she has gotten so much publicity from this stunt, everyone is talking about it. It has put a negative image on her brand, but if you didn't know who she was you most likely do now.
I would have to agree with you I think she looks cheap now. Then on the flip side she has gotten so much publicity from this stunt, everyone is talking about it. It has put a negative image on her brand, but if you didn't know who she was you most likely do now.
I don't really keep up with what Miley has done but after a quick Google search. I would say she is hurting herself. In fact I am thinking of using parental controls to block Nick and Disney from my little guy. They haven't created a lot of good role models.
I think Miley Cyrus is trying really hard to change her image and to shed her Hannah Montana child star days and in some sort of way re-create a new identity that reflects the current culture. Madonna and lady Gaga are just a few examples of how bad and controversial publicity has done anything but hinder their careers. In all honest I prefer the new Miley Cyrus over her old clean cut church going teen cowgirl persona. Who doesn't love twerking? Seriously!!!
I believe Miley Cyrus is in the process of trying to shed her child star image as a church going cowgirl and in a drastic way recreate a new identity that closer reflects her target market/audience. In all honest I believe she is doing a great job, I hated Hanna Montana and now I find myself having a crush on Miley Cyrus; when before I hated even the sound of her name. Who doesn't love twerking??? Seriously!!! Sex, drugs, and Rock and Roll baby!!!
Brand is different for different people. Yes, she might have lost some audience but on other hand she might have gained little more. I call it brilliant marketing and it not that people don't know what happens every year at VNA. Madonna did it, Lady Gaga did it and their brand value is not any less then what it was before. Marketing is about "remembrance" and this will be sure act to remember for long time.
I believe she solidified her brand as "Not a Disney tween star". I agree with Bill Werde in regards to Cyrus wanting the "hot mess of the moment" brand and she delivered that with her performance. That being said, any normal person associates that with filth. I would not call it "good marketing" in the sense that she will be seen in a positive light after her performance and benefit from this. However, if the goal of this performance for Cyrus was shock and disgust, then we would need to consider this good marketing. At least effective marketing, for Cyrus.
I believe Cyrus solidified her brand of "Not a Disney tween star". Bill Werde makes an excellent point in the sense that Cyrus is going for the "hot mess of the moment" and she delivered. That being said, her actions are still considered filth. This is not "good marketing" in the sense that Cyrus will benefit from this performance, however, if it was her overall goal to shock be talked about, then this would be considered good marketing. At least effective marketing, from her viewpoint.
I believe Cyrus solidified her brand of "Not a Disney tween star". Bill Werde makes an excellent point in the sense that Cyrus is going for the "hot mess of the moment" and she delivered. That being said, her actions are still considered filth. This is not "good marketing" in the sense that Cyrus will benefit from this performance, however, if it was her overall goal to shock be talked about, then this would be considered good marketing. At least effective marketing, from her viewpoint.
By no means is Miley Cyrus helping her personal brand or marketing herself successfully, but I don't think she is even trying to market herself anymore. I think she is making statements, albeit not exactly well. Her actions are so exaggerated, so not-sexy, that is it obvious. She is mocking society and its reaction to her personal decisions. She's saying 'you think I'm filth, I'll show you filth... and then some double standards too.' Did anyone see the Robin Thicke "Blurred Lines" video? The women dance around him in plastic bikinis too. She reenacted her own video as well as his. This is the VMAs afterall. There is also an unrated version in which the women in Thicke's video are completely topless, so at least she chose which video to act out with some discretion.
By no means is Miley Cyrus helping her personal brand or marketing herself successfully, but I don't think she is even trying to market herself anymore. I think she is making statements, albeit not exactly well. Her actions are so exaggerated, so not-sexy, that is it obvious. She is mocking society and its reaction to her personal decisions. She's saying 'you think I'm filth, I'll show you filth... and then some double standards too.' Did anyone see the Robin Thicke "Blurred Lines" video? The women dance around him in plastic bikinis too. Miley is acting out her own music video as well as his. This is the VMAs afterall. There is also an unrated verson of Thicke's video in which the women are completely topless. At least Miley chose which version to act out with some discretion.
Miley Cyrus’ performance at the VMA’s is an attempt to rebrand her image. Musical artists such as Madonna, Lady Gaga, The Beatles and Ozzy Osbourne all gained notoriety via their controversial styles, which quickly translated into increased album sales. The difficulty Miley will have is the fact that she very likely has alienated her target market consumers and will have difficulty marketing this new image to a wide audience. In addition she has likely pushed the limits as far as “artistic expression” is concerned and will likely have difficulty in finding new controversial ways of expression that will continue to keep her in the public eye. For the short term this approach appears to be working in Miley’s favor as she currently has two singles in the top ten sales position on iTunes.
Miley Cyrus’ performance at the VMA’s is an attempt to rebrand her image. Musical artists such as Madonna, Lady Gaga, The Beatles and Ozzy Osbourne all gained notoriety via their controversial styles, which quickly translated into increased album sales. The difficulty Miley will have is the fact that she very likely has alienated her target market consumers and will have difficulty marketing this new image to a wide audience. In addition she has likely pushed the limits as far as “artistic expression” is concerned and will likely have difficulty in finding new controversial ways of expression that will continue to keep her in the public eye. For the short term this approach appears to be working in Miley’s favor as she currently has two singles in the top ten sales position on iTunes.
Miley Cyrus has lost her way, hopefully, she will find her way back. Her use of "shock appeal" marketing is not the best way to gain fans unless that is the audience she most wants to capture. She is a good entertainer, but likely is
raising some doubts as to whether fans want to continue to follow her due to this outrageous behavior.
VMAs was a target market and an excellent promotion channel for singers to build positive personal brand. She might want to convey the concept that she was not the Disney star any more. But Cyrus failed to evaluate the market and her strategy. Therefore, her improper behavior on stage went against the esthetic view in social and cultural environment.
While I personally think that her performance was tasteless and trashy, this could have been what Miley was going for. With the shock factor becoming more and more prevalent in the music industry - especially with female artists, i.e. Lady Gaga & Rihanna, this performance could have been her attempt to stand out. Being that she has a Disney background, she most likely wants to be perceived different in the public eye. The same thing, while not as outrageous, was seen with Brittney Spears and Christina Aguilera when they were trying to shed their "good girl" image back in the early 2000’s. So was it good marketing? Depends on what she was going for. Was it memorable? Definitely!
I think it's negative marketing and publicity. But I think she's slowly been changing her image away from that goody-goody Hannah Montana look to something a little more provocative. So, if her goal was to try and promote herself that way, then I think she did a good job. Overall though, I don't think it was a wise decision.
I don't think it was good marketing at all if we're judging her based on the image she's had for the better part of the past decade. However, Miley has been slowly trying to get away from the Hannah Montana image and trying to go with something a little more provocative. There are plenty of other artists out there who behave the same way, but we haven't criticized them as much. If Miley hadn't played Hannah Montana for so many years, I don't think it would be this big of a deal, but because people still see her as that goody-goody girl, this behavior is getting more criticism.
I don't think it was good marketing at all if we're judging her based on the image she's had for the better part of the past decade. However, Miley has been slowly trying to get away from the Hannah Montana image and trying to go with something a little more provocative. There are plenty of other artists out there who behave the same way, but we haven't criticized them as much. If Miley hadn't played Hannah Montana for so many years, I don't think it would be this big of a deal, but because people still see her as that goody-goody girl, this behavior is getting more criticism.
I think that although Miley's antics are borderline desperate and raunchy, she is probably trying to stir up some controversy and get people talking. She is attempting to get media attention while at the same time reinforcing that she is a grown woman and no longer the "Disney child." Unfortunately, she could've taken a more classier route. I don't think it is the best marketing approach but she is getting a lot of attention.
I think that although Miley's antics are borderline desperate and raunchy, she is probably trying to stir up some controversy and get people talking. She is attempting to get media attention while at the same time reinforcing that she is a grown woman and no longer the "Disney child." Unfortunately, she could've taken a more classier route. I don't think it is the best marketing approach but she is getting a lot of attention.
I think that although Miley's antics are borderline desperate and raunchy, she is probably trying to stir up some controversy and get people talking. She is attempting to get media attention while at the same time reinforcing that she is a grown woman and no longer the "Disney child." Unfortunately, she could've taken a more classier route. I don't think it is the best marketing approach but she is getting a lot of attention.
I think that although Miley's antics are borderline desperate and raunchy, she is probably trying to stir up some controversy and get people talking. She is attempting to get media attention while at the same time reinforcing that she is a grown woman and no longer the "Disney child." Unfortunately, she could've taken a more classier route. I don't think it is the best marketing approach but she is getting a lot of attention.
In my opinion, Miley Cyrus was not engaged in good marketing. The response to her behavior has been nothing but negative. I feel like good marketing would have a more positive response among viewers. Many now look less favorably upon her and parents have backlashed against her behavior. There will be eyes on her, but it will not be in a good light and I think people will just be expecting more filth from her and not waste their time. - Sarah Jafari
Just filth....
She's destroying the brand that made her famous...and rich.
Maybe she's trying to develop a new brand and market to a different target, one that will sustain her into adulthood.
Very commonly child actors careers are ended when they transition into an adult.
But again to me this was just filth... I tried to give her the benefit of the doubt but her performance was horrific!
Just filth....
She's destroying the brand that made her famous...and rich.
Maybe she's trying to develop a new brand and market to a different target, one that will sustain her into adulthood.
Very commonly child actors careers are ended when they transition into an adult.
But again to me this was just filth... I tried to give her the benefit of the doubt but her performance was horrific!
So I would have to say that Dannon Yogurt has taken a step in the right direction by capitalizing on outrageous youtube videos. I wonder if they paid to have their add play four times or if this was a freebie.
Oh and yeah Miley Cyrus is a typical 20 year old. I believe that she engaged in good marketing. Not for the simple fact that I am a male, simply because she knows what sells. Sex! plain and simple. She isn't the young girl that won her the lime light anymore.
She is a marketing Genius!!! No longer the little girl that brought her success, she is maturing into an individual. Ofcorse my opinion my be biased because I'm male. Ofcorse anything that goes against the majority is going to be ridiculed. She is a leader
I'm going to have to go with the latter. I understand that she no longer wants to be seen as a Disney child/ tween star... but this type of approach is not the only way to make that leap, and it's certainly not a very credible one. What is she going to do next? It's not like she has done anything to show off her talent or versatility - this is just smut. When I watched the video, I just kept thinking how much I wished she would keep her tongue in her mouth. I was really disgusted. And, as much as she might want to shed her former image, I think she still has a certain level of responsibility to the kids who look up to her as a role model. If you don't want that kind of responsibility, then don't become famous.
I feel bad for her. I think that the people behind the VMAs are really the people who benefitted from this performance. People will tune in next year to see what will top last year's performance. She was just used to create attention and hype about the event.
It seems that she is attempting to do something that many other companies and organizations have tried, and failed, at before - to move from one market segment to another. In this attempt she is alienating a large segment of her initial 'customer' base in order to reach out to one that she feels can sustain her in the next phase of her product (her music). This can be very damaging if the new target market does not buy the new image and she cannot then redeem her brand to her initial fan base.
I agree with Matthew, that she's likely trying to shed her identify as a child star and transition into more of a "bad girl" or something of the sort. I'm not sure this is the best marketing move since most people seem to either be appalled by her performance at the VMAs or making jokes at her expense.
I feel like she is doing what she thinks will get her the most attention - and she's probably right. Everybody's talking about her. However, I believe that she will lose a good portion of her fans. I bet families and young girls have been her target population, but now I think many of them are going to be disappointed in her. In the long run, I think the extra publicity will only hurt her popularity.
If Miley's goal of marketing is simply to create buzz and get her name mentioned, she's certainly accomplished that. However, she certainly has altered her public perception, and I think she has associated her brand with a type of entertainment that will drive away a lot of fans. I can't imagine if she could go back in time 4 weeks knowing what she knows now that she'd market herself in the same way.
I agree with most of the comments above. I think that the original intent of Miley's performance was to market her new album, break away from her childish image and make her mark as a young adult singer in pop culture today. Although she originally set out to do that, I do not think that's what she accomplished. I think she actually diminished her brand/personal image and instead of making a positive mark in young adult pop culture market, she has instead created a negative and non-respectable image around her.
Maybe she is just playing the long game, and needed a drastic event to shed her child-star image. Then in the next year, as the fallout from this latest performance subsides, she can choose to mature into a quality performer. This could be exactly what her career needs to give her long-run staying power. Or, she will become the next Lindsey Lohan. Only time will tell.
It is difficult to give her credit for masterminding a marketing stunt, however her recent actions have shifted her public image. Regardless of the intent, no one views her as innocent little hannah monatana anymore. The recent performance coupled with her current participation in a handful of music videos of a new genre simply show that her taste and interest have changed.
Her campaign is a brilliant mixture of good marketing AND filth!
Both.
I think Miley is overcompensating. I understand her desire to rebrand herself from her Disney days, but there is such a thing as too much.
It appears Miley is looking for publicity although she wouldn't ever admit this. If this is, in fact, her new image, then she is doing a great job of marketing herself. With her latest video "Wrecking Ball", she scored more views on Vimeo than any other video! I would say that's good marketing whether you think it's filthy or not.
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