Our 3S of Rebranding – Reflections on “Pulling a Miley”
“If you are not a brand, you are a commodity.” — Philip Kotler
Pulling a Miley is officially a thing. For those strangely not in the know, the term, coined after Cyrus’ shocking performance at this year’s VMAs refers to a rebranding attempt that has derailed. In light of all the coffee shop talk surrounding this recent publicity stunt, we want to share our two cents on the reality of successful rebranding.
Firstly, Cyrus should not be mistaken as one that doesn’t know the business. The former Disney star was previously a fresh-faced family-friendly role model to global consumers. She made millions off their loyal commercial following for years.
From a PR stance, it is hard to deny the gravity of coverage her performance has brought. It is clear that she intended to stir controversial and crazed reactions. The question here is whether the fruits of that coverage have been a boon or bane to her direction as an artiste.
At one point, her performance sparked a massive 306,100 tweets a minute. The Super Bowl blackout, another Twitter frenzy, had 231,000 tweets per minute at its peak. The US 2012 elections peaked at 327,452 tweets per minute. Google traffic spiked as well as it registered over 10 million searches for Cyrus that night. The Syrian crisis, on the other hand, registered only 100,000 searches in comparison. This was even in light of an announcement of likely military intervention. The scale of the social media eruption she caused here is clear.
So, how does this translate to you and your business? Can you revitalise, renew, and refresh your business exactly the way you want?
As your personal brand or business grows and develops, it is only natural that it may need certain minor or major facelifts. This is important so that it continues to parallel the direction you are going in. A rebrand is possible without having to alienate, confuse, and stun all your current and potential consumers.
State a plan
Before anything can be done, you need to have a strong, specific, and detailed plan. This may seem self-explanatory, but is often very much undermined. Whether out of recognition of your company’s needs or by sheer epiphany, there is often a tendency to just throw something together and act on impulse. Cyrus desperately wanted to shake off her goody Disney princess shoes. We’ve seen it with others like Lindsay Lohan and Vanessa Hudgens. While that is an understandable right, you need to take a thorough look at your business. Really consider how you want to be perceived not just by potential consumers but also by industry players. Then, predetermine and quantify the elements you are going to change. Some questions to consider for both businesses and individuals alike include:
Where do you want to be two years from now?
What is your USP (unique selling proposition)?
Start with slow and subtle changes and see if your existing consumers react favourably. This could include introducing new topics on the company blog and tweaking the tone and language a little in company platforms. Then, be very aware of what they respond to and what they don’t. Also, be receptive and responsive to input and feedback that come in. This will be key in consumer retention and engagement.
Decide how badly you want it, and persevere. Most don’t make it past the first year. It takes a lot of work, and maybe even more time. Also, remember that it is impossible to please everyone. There are always going to be people who do not approve or understand, and that is okay. Beware of trying to be all things to all people, that is a recipe for disaster! Partner with others who are passionate about what they do.
By doing your homework and thinking logically and logistically, you’ll soon be able to rebrand with smooth sailing even in rough waters without having to pull a Miley.
Posted by Yiwen Ng, Public Relations Executive, Corporate Media