Miley: Textbook Case of the Inevitable Teen Star Rebrand

Reaching for a more mature audience

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

Jimmy Fallon and the Roots join Cyrus for an a capella version of 'We Cant Stop.'

Like it or not, Hannah Montana is dead and gone. For better or worse, fans are now stuck with the new, rebellious Miley Cyrus—the one who’s shed the bear suit and brought twerking to the world. Cyrus’ skin-tight, butt-bouncing metamorphosis has scored more media buzz than the government shutdown, generating its heat in the form of controversy. “This is getting more attention more than anything else because she was the Hannah Montana,” said David Johnson, CEO of public relations strategy firm Strategic Vision.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in