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Can Bieber brand survive legal woes?

Published February 3, 2014 at 7:41 am

As is being widely reported, Canadian singer Justin Bieber has found himself on the wrong side of the law.

Currently, social media is abuzz with chatter about Bieber’s legal woes. Between Facebook, Reddit and Twitter, many people on the Internet are compelled to weigh in on what they think of the latest antics from the pint-sized pop star. Perhaps surprisingly, a good number of those messages are in support of the young singer, with hundreds of thousands taking to networking sites to pledge their support for him.

All of the rampant discussion highlights both the importance and the difficulty of establishing an maintaining a strong brand. Bieber has always made fan interaction a priority online, and that strong social media presence is paying off in the form of continued support from his core constituency. However, continued antics of this nature could very well erode this fanbase, and it will take careful cultivation to repair his reputation in the eyes of the public.

Bieber has some tough marketing decisions ahead of him. While his career was forged on the fandom of younger girls, his actions show that he is quickly exiting the age range in which he became popular. How he handles this misstep will play a big role in whether he is able to have enduring success, even as he ages.

The principle isn’t a new in one in marketing. As companies grow and change, they’re forced to make the decision of whether continuing to target the same customers makes long-term sense. For one famous singer, it looks like that choice is fast approaching.



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