Is brand transformation the key to success?

By August 16, 2013Uncategorized

Miley Cyrus first burst onto our TV screens to play honey locks and peachy skinned Hannah Montana. But fast forward seven years, the 20 year old ex-Disney Chanel princess has shed her wholesome image.

Sporting a peroxide blonde shaved hair do, nose piercing and wearing very little clothing – not to mention being caught taking narcotics, coupled with a couldn’t-care-less attitude – the daughter of country singer Billy Ray Cyrus has rebranded herself as good girl gone bad.

While she’s scored a UK number one with her party tune We Can’t Stop, with lyrics and video to reflect the new image, the rebrand has arguably worked. Indeed, for many in the fickle world of showbiz and celebrity, reinvention is often only way to secure longevity – think Madonna and Kyle Minogue.

But what is the real impact of such an about face in terms of image and reputation? As Hannah Montana, she was the role model for many youngsters for whom her actions are having a devastating effect.

The bad girl image might be a novelty right now, and seems to be working, but is it sustainable? And then, is it as easy to turn bad girl good as it has been to turn good girl bad?

Rebranding certainly has its advantages and done well it can lead to greater things. However, done badly, it can tarnish lives and reputations as quick as a paparazzo’s camera flash.

 

Natalie Davidson

Indigo