Monday, May 5, 2008

Brand Miley Cyrus

When you are 15 and have more shrieking fans than Mick Jagger, you feel you may be able to get away with anything.

Not so much. Recently lil' miss angle Miley Cyrus lost some of her halo thanks to a photo shoot for the cover of Vanity Fair with Annie Leibowitz.

The disconnect - inconsistency in brand image. Miley Cyrus, star of the mega popular Disney show Hannah Montana has built her brand on the platform of "being a normal girl", much in contrast to the Lindsay Lohans and Jamie Lynns of the day. No wonder parents of young teenage girls have so willingly endorsed brand Cyrus – making both her and Disney millions.

But the recent racy images of Miley on the cover of Vanity Fair didn’t quite agree with her “innocent girl” image. Not surprising, this left Disney cringing, and more importantly, Moms all over were up in arms. They claimed to feeling let down, so much so that Miley had to apologize for doing the shoot.

Drama, Yes. But there is also a good lesson in there. Brands need to manage their image with kid gloves – keep it consistent and stay true to it.

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