Behind the shock and controversy over the Miley Cyrus performance on the MTV awards was a calculated move to shed her old brand image that appealed to kids and to try an engage an older audience who has more money to spend. Was it successful ? At this point it’s to early to tell but she has been successful at generating a lot of buzz and today for some products that’s enough.
Ms Cyrus wants to shed her past of being Hannah Montana and a real sexy artist which today means showing a lot of skin and questionable gestures. The debate about how she chose to do this will go on for a long time but one can argue that it’s a brilliant move as she attempts to rebrand herself. Somewhere her business team decided that it was time for her to seek a new audience and that MTV offered the best chance to do so.
Very few products survive a hard and quick rebranding but then very few products are targeted at an audience that loves skin as part of their entertainment. If her business team did their research with the target audience and chose this course of action than they alone will bear responsibility for the drastic brand repositioning. Make no mistake about it this was a business move that was calculated for the product not a coming out of a young woman to embrace sexuality.