Justin Bieber and Best Brand Out of Alignment

I am not like most people. Hopefully you are not either. If you were, your brand would not be authentic. More on that in another post. I am not like most people because I do not get geeked up for the Super Bowl ads. Heck, I do not really get geeked up for the Super Bowl that much anymore. At times Super Bowl ads can and do enhance a brand. Think GoDaddy.com. Other times they are simply a waste of a ton of money. Think most of the others, and I am predicting the upcoming Best Buy ads.

In an apparent attempt to win over the hearts and pocket books of younger consumers, Best Buy is teaming, or should I say tweening, with Justin Bieber who will appear in 30 second spots for the electronics chain. On top of that seemingly illogical combo, Bieber will be seen alongside Ozzy Osbourne. These three brands are out of alignment. I have been an on-again, off-again fan of Osbourne for many years. I have purchased a good deal of merchandise from Best Buy during that time. I thought I was the target audience.

No offense to Justin Bieber, but if he is the new baby face of Best Buy, then I probably have bought my last item from Best Buy. What is next? A name change to Best Boy? As my good mate, Martin Lindstrom was quoted as saying, "It's one of the most awkward relationships I've heard of in a long time." I could not agree more. The only thing I can think of is that some employees are brand champions and wear their hair like Bieber.

Rex Whisman

BrandED Consultants Group

Comments

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Hopefully you are not either. If you were, your brand would not be authentic. More on that in another post. I am not like most people because I do not get geeked up for the Super Bowl ads. Heck,

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Other times they are simply a waste of a ton of money. Think most of the others, and I am predicting the upcoming Best Buy ads.

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I've heard of in a long time." I could not agree more. The only thing I can think of is that some employees are brand champions and wear their hair like Bieber.