Rebranding of Britney?

by Kate Brodock on 18 September 2007

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You had to have seen it by now: Britney at the VMAs. I can’t find a posting quickly right now to post here, and if I did it might get taken down in a matter of hours. Needless to say, I don’t know who thought it was a good idea to have Britney sing, but I have news. It wasn’t.

At first I thought she was scared (which I think is probably what happened). Then I very seriously thought she was either drunk or high (which wouldn’t have really been surprising). I still don’t know which one it was, but I could hardly get through the entire 3 minutes and 30 seconds. Brutal.

My only question is can she come back? It would have done her a world of good at this point to have pulled that off. There’s still something left in the Britney Brand. But this was just bad. I mean, no redemption whatsoever. So can she do it? What’s her response to that? Her next move? Her marketing strategy?

I don’t know if she’s the type of person to care much about personal branding. I get the sense her actions haven’t been exactly well thought out until now, but that was not an intentional move.. it’s just Britney. I don’t expect a push. So given that she might not motivate herself to come back from that, or she might be tempted into indifference, can the Britney Brand, what there is left, save her? Will enough people be hanging on to that to pull her back up?

And anyone who’s paid attention (I thank my in-tune-to-everything-entertainment friends for this, as I wouldn’t have know of this) knows that Chris Crocker cares. I could post his video, but I won’t strain your ears with it, just search his name on YouTube and make sure you don’t get one of the 100 parodies out there. Good Lord.

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