THU, September 5th on BrandTalk Radio…
Why Miley Cyrus is Important to YOUR Business…BLACK BELT MINDSET for Business on BrandTalk! 5:30 PM ET!
Why Miley Cyrus is Important to Your Business
Now that we’ve been twerked to death, let’s talk about why all the ballyhoo about Miley Cyrus and her undulating hindquarters is important to you…
…specifically why this is important to your business.
Unless you’re delusional you know that the entertainment business is, above all, a business. What Miley did was a calculated, programmed and rehearsed promotional event.
And it was successful- if her intention and that of her marketing people was to increase exposure (so to speak) and traffic on social media platforms.
Now, what are the long-term ramifications? That remains to be seen.
She’s certainly alienated a huge segment of her audience that identified with her Hannah Montana persona. This move is intentional and calculated.
Has she alienated her core audience? Maybe- but it’s equally apparent that a large percentage of her Hannah Montana core has grown up and is rebelling in the same areas Miley exploits. In other words, these kids, maybe some of your kids, are all grown up and they’re twerking too.
The bigger question is whether her moves were bold or boring…
Have we shocked ourselves out of being shocked? Instead of being knocked off their chairs, most pundits are calling Miley a Madonna/Gaga knock-off.
We have reached the point where we’ve just about seen it all.
So what’s that got to do with your business?
It’s very tempting to jump on these cultural trends. Companies try to exploit these fads in an attempt to be hip, hot, cool, flash…whatever the current version.
Coupons.com just used an image of a young kid in a “gangsta” style pose wearing a black hoodie and dark glasses for their “From Hood to Toe” back to school campaign.
Really? In the wake of Travon Martin?
Mountain Dew tried to place their stake in hip hop culture. From Businessweek.com:
“In two recent scandals involving its hip-hop spokespeople, Mountain Dew pulled a violent, misogynistic commercial directed and starred in by artist Tyler, the Creator, and then broke ties with rapper Lil Wayne. The latter had managed to offend both women and the Civil Rights community with a new remix of a song that included a reference to beating up a woman ‘like Emmett Till,’ the 14-year-old African-American boy who was murdered by white men in Mississippi in 1955.”
There is always an inherent risk in mixing entertainment and business outside of the entertainment business.
Quoted in BusinessWeek.com, Con Williamson of Saatchi & Saatchi adds…
“The mistake people make is when they think no one else but their targeted group will see it…It doesn’t work that way. You can create the most obscure ad and put it online somewhere and then wake up the next morning and Good Morning America is talking about it.”
And therein lies the rub…or the grind, so to speak.
We’re talking about the Black Belt Mindset principle of Respect…
Respect your audience, your core values and your target market. If you want to create a lasting, substantive impression in the market, you must be authentic.
Shock is seldom authentic. People are only shocked when you deviate from your authenticity.
You want to be courageous in differentiating yourself in the market. You don’t have to be offensive to be bold.
Be absolutely true to your core. Respect your brand and respect your market…
…that’s a bold statement.
Speaker and Author of THINK Like a BLACK BELT