10 Things Miley Cyrus Can Teach Us About Marketing

10 Things Miley Cyrus Can Teach Us About Marketing

One of the most obvious and visible expressions of Marketing is “celebrity.”

So it stands to reason that today’s celebrities can teach us something about our Marketing craft.

Here are 10 lessons from Miley Cyrus.

1.     Make sure your branding is authentic. Miley Ray Cyrus was born Destiny Hope Cyrus. Miley came from her childhood nickname, “Smiley.” She officially changed it in 2008. Her original name didn’t fit beyond infancy, so it was wisely cast aside. If your product or service doesn’t match the branding, something has to give.

2.     Be open to inspiration. Miley reportedly caught the acting bug at age 9 while watching a musical production of “Mamma Mia!” telling her father, himself an actor, “This is what I want to do, daddy. I want to be an actress.” Whether it’s a market opportunity or a career opportunity, listen to your muse.

3.     Persistently pursue possibilities. Young Miley originally auditioned for the “best friend” role in “Hannah Montana,” but after a favorable reaction, went hard for the lead. Such strategic opportunities don’t come along every day. When they do, seize them.

4.     Measurement drives success. The entertainment industry lives by numbers. Miley achieved the highest ratings in basic cable for her TV show, and her music career took off after her early Disney albums scored in the Billboard charts. When you have the numbers, leverage them with a compelling story.

5.     Reinvent as needed. The child actor turned teen heartthrob turned pop star has a knack of identifying market trends and remaking her image time and again. She jumps from one rising curve to the next – who else saw twerking coming? Don’t wait until your numbers start trending downward to consider implementing phase 2.

6.     Mediocrity doesn’t drive passion. Miley’s core audience is fanatical in part because she is over-the-top, doing what they can’t. If your product is “among the leaders,” don’t expect that kind of rabid following. But if you’re the best of the best, consider being aggressive.

7.     Passion works both ways. Your rabid fans will be part of the reason others hate you with equal fervor. Miley makes this work by implementing number 5 whenever necessary. If you want to go deep with your consumers, be prepared for hate mail from all those who don’t “get it.”

8.     It helps to have a powerhouse behind you. Miley is one of the biggest success stories of the Disney star factory, benefiting from the company’s media empire. Big players in the beverage market use their influence to launch niche sub-brands. The downside is that you sometimes must fight a corporate culture that cannot embrace numbers 6 and 7.

9.     Loyal fans will forgive missteps. Miley’s godmother, Dolly Parton, might be expected to shudder at some of the young pop star’s public antics. Yet Parton recently reiterated her support, saying, “I did it my way, so why shouldn’t she do it her way?” This type of loyalty makes change less risky.

10.   Share the love. Miley was recently voted as being among the most charitable celebrities, supporting more than 40 causes. This helps build the type of loyalty that makes the rest of these 10 points work so well. Causes are a valuable ally. Like Miley, choose those that generate passion in line with your brand and corporate values.

Find the lessons here that can be adapted to work for you, send Miley a thank-you note, and Market like a rock star.