While talking heads are still busy squawking about Miley Cyrus’ wild MTV Video Music Awards performance of Sunday night, the celebrity is moving on.
Cyrus’s performance was, in some ways, one of the most graphic and raunchy performances ever aired on MTV – and that says a lot. Rightfully so, there will be plenty of indignation and heated discussion about the new lows for pop culture.
To me, it just looked like a corporate rebranding exercise. From a branding perspective, her team probably saw no place in pop culture for a 20-year-old Disneyesque character. Good, bad, or indifferent – the Cyrus team decided to take matters into their own hands and radically rebrand.
A few rebranding notes:
Planning is Crucial – From the part of the MTV event that I watched, it looked somewhat accidental in the first few minutes. But, as you add the perspective of the pre- and post-event activities, it becomes crystal clear that Miley, Inc. was very in-control. The lead-up, the event and the post-game were all part of an elaborate plan. Branding isn’t accidental.
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