Friday, November 10, 2006

EXPERT COMMENTARY: Britney Spears' Divorce A Marketing Decision

Britney Spears' Divorce A Marketing Decision
By Monroe Mann
Guerrilla Marketing Certified Coach
Author, “The Theatrical Juggernaut – The Psyche of the Star, 2nd Ed” (Nov 2006)
Founder, Unstoppable Artists Business School (& Iraq War Combat Veteran)

“Given the rebirth of ‘Britney’ these past few days, it is apparent that Britney Spears’ divorce filing from husband Kevin ‘K-Fed’ Federline is—in the final analysis—a tactical marketing decision. The rocky marriage notwithstanding, this marriage has been tabloid fodder from day one, and Mr. Federline has proven himself in the last few weeks to be unfortunately lacking in crowd appeal [his last two big concerts were cancelled due to low ticket sales]. Ms. Spears’ strategy (and a smart one) is to distance herself from the ‘white trash’ reputation she has cultivated these last few years, and move into what will undoubtedly be known as the ‘post Federline’ era. This move is perfectly in line with the ‘new’ Britney who is now back in the limelight. As for Federline, his best strategy is to move into the ‘post K-Fed’ era himself. Unlike Kid Rock—who is cool trash—Federline is just smelly trash. Federline needs to completely shift his marketing strategy and bring some elegance and class to his backbeats (which could potentially be impressive if he relied more on his own assets, rather than on Britney’s reputation—which has proven to be stable enough only for one.)”