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Posts Tagged ‘Maude Standish’

Op-Ed: Miley Cyrus is a Strategic Brand Genius


It’s been a while since we’ve heard from Maude Standish, co-founder and managing director of Tarot, a millennial trend forecasting and strategy development company that’s the sister company of L.A.-based agency, Mistress. Now that she’s introduced herself with her call to arms for millenials, Standish turns her focus to arguably the most talked-about celeb in the past several months and how she’s taken over in terms of branding. We should note that while we’re not in the habit of republishing/repurposing content, the original version of this was published in the blogger section of HuffPo–though Standish did us a solid and added more to the mix. Read on if you will.

Sinead O’Connor is worried about Miley. So is Elton John. So are the bearded guys of Duck Dynasty. But I’m not. Because I know that Miley is a strategic genius and that brands actually have quite a bit to learn from her. You might not like the way her tongue hangs off to the side or the fact that her nipples have become commonplace water-cooler fodder. But you can’t argue with the fact that she has captured the world’s attention and aroused a response out of the best of us.

Before her now infamous MTV Video Music Awards performance, Miley Cyrus had never had a Billboard No. 1 hit—not a single one. In fact the song “We Can’t Stop” that she performed at the VMAs rose to the No. 2 spot, but could never quite break the barrier to be a Golden # 1. Instead, the song that broke that top-spot barrier was “Wrecking Ball,” which came after her controversial performance. “Wrecking Ball” didn’t just break a personal record, she also smashed the record for most views in a single launch day, with the music video getting more than 19.3 million views in just 24 hours, beating One Direction’s previous record by more than 7 million views. Just one week later the video had been watched 36.5 million times in the U.S. alone, Miley’s VMA outfit was being called the Halloween costume of the year, and a line of twerking Miley “bobble-butts” had gone into production for the Christmas season.

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Op-Ed: My Generation – Stop Describing Us and Start Listening to US

We always welcome new writer to the fold and now we bring in the first in a series of of posts Maude Standish,
co-founder of Tarot, a Millennial trend and insight company, who will look at Millennial trends and their implications for brands. Now, on with the show.

We get it.  You don’t like us. And by us, I mean the roughly 82 million Millennials living in the US.  You think we are all living in our parents’ basement, eating organic food we bought with food stamps, posting selfies, and counting down the day not by what we did, but how many “Likes” the internet bestowed on us.

You think we are idiots. No matter that we are on our way to being the most educated generation in the history of America, you think we aren’t going to understand you unless you talk to us in internet speak. OMG. LOL. ?WTF?

You think it’s our fault that we aren’t listening to you. That we are too ADHD to pay attention to what’s important. (And OBVI what you are saying is TOTES more important than anything else we could possibly be doing. I’ll put this iPhone down now and watch your ad.) But guess what?   It’s not our fault that we’re not listening to you–it’s yours.

Yeah, yours. Because you Boomers and Gen Xers are all so busy describing us that you have forgotten to listen to us. Even if we are all those things that you think we are, that’s not how we see ourselves. And until you see us as we see ourselves you are not going to connect with us.

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