The Marketing Bestie Podcast with zoeunlimited - hot girl magic aged like milk

Episode Date: November 21, 2024

is this ... the end for Katy Perry? 💡 👉🏻if you also need creative inspiration: use ZOEUNLIMITED to get 10% off PLUS the Klook 60% birthday sale!!! https://t.ly/aA76T ✈️ Thank you Klook for the creative inspo & sponsoring! Learn & Grow with me. 💖 Instagram: https://www.instagram.com/zoeunlimited/ 💜 TikTok: http://www.tiktok.com/@zoeunlimited 🖤 Listen on Apple & Spotify: http://apple.co/zoeunlimited https://open.spotify.com/show/0ZReedpR6Bf1kvHeKBuWY1 🪭 All my outfits https://www.shopltk.com/explore/zoeunlimited 👩🏻‍💻 LinkedIn www.linkedin.com/in/zoeunlimited 🛒 Essentials https://www.amazon.com/shop/zoeunlimited 📧 Business inquiries: [e-mail] //🕙Timestamps: 0:00 Intro 5:57 Katy 1.0 7:08 katy 2.0 10:23 Downfall 1 12:22 Downfall 2 13:44 Downfall 3 15:44 Downfall 4 16:52 Downfall 5 17:26 Branding SOS Learn more about your ad choices. Visit megaphone.fm/adchoices

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Think of all the laundry will do. And all the money will save. Oh, sheet. Arm and Hammer, more power to you. If desperation was a person, Her name is Katie Perry. My idea of feminine divine. How did Katie Perry, the hottest pop artist ahead of Taylor's with Gaga, Beyonce, go from Dreamgirl to a household embarrassment, more cringe than Jojo Siwa?

Girl boss? You can do it. You go, girl! And has less streams than a TikToker. If there was one person. person born to be the American boss babe, it must be Katie Perry. You know her. The teenage dream girl. Three diamond singles with countless awards, a judge for an American Idol, made more cash than Taylor's with Lady Gaga Beyonce, an entrepreneur now with a shoe brand her perfumes, a drinks line.

Thursday, Thursday. What's not to like about her? You were born to shine. So intelligent. Period. I know you self America. What? Did you say Paris? Yes, I want to be the next America Idol, thoughts, prayers. Um, you're a little bit for that, but that was cute.

Yes, period. Thank you. Yes. Quote, Katie Perry is still the queen of camp. So how did Katie Perry go from American Dream Girl to secondhand embarrassment, who is desperately trying to appropriately? trying to appropriate Gen Z culture, working with an alleged rapist, won't stop releasing songs, and it's doing psychics like promoting football for another country. About to ruin the $340 million brand she built.

That's exactly the mystery we will uncover today. I mean, I thought it was bogus too. And yes, we will indeed talk about how to save her branding crisis. But have you ever also felt stuck and lacking creative inspiration? Whether you're a marketer, artist, student, consultant, or doctor, there's a secret hack. I always suggest to find new sources of creativity. And that is expanding your experiences.

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Go to clook.com slash Zoe Unlimited and use Code ZOlemitter to get extra 10% off on top of deals as high as 60% off. Definitely don't want to miss this. And guess what song came into the shuffle when I was in Tokyo? I don't think I listened to a Katie Perry song since middle school and first found out about Miss Katie Perry's rebrand in Paris when Pasha was like, Katie Perry just released a new song and he kindly played women's world for me on speaker in public,

which after the first two seconds gave me enough secondhand embarrassment from Parisian side eyes. Sexy confident, so intelligent. Quote, I just saw something about how she's performing in Australia soon, but they asked her not to sing songs from her new album. I wondered Tam, how bad is it? How bad is it? Well, now I know. Cut!

So how did American boss babe Katie Perry steal the crown of most revolutionary rebrand from Jojo C-Watt? As your marketing bestie, we graduated top 1% UCLA business economics with a background in marketing. We're going to explore how hot girl privilege and talent can still fail you. If you have a terrible brand. Lady, is there a reason why you work with Dr. Luke? Is it your album about women in power men? Why are you working with Dr. Luke? And how you, yes you, no matter if you have hot girl privilege or not,

can build a successful brand to help you down your career. And by brand, I don't just mean slapping your name on a shoe. Branding is about how your future college, future boss, future boyfriend sees you. And yes, you have one. I'm creating the series to analyze pop culture girl icons from a marketing, perspective because many of whom do not recognize the power of influence they have over a generation of young girls. Get by a red Ferrari! You see the f***!

So can the internet ever fall back in love with Katie Perry again? And what are some branding strategies that could help her? It's as if Katie Perry and Addison Ray are going on the opposite arcs, where one is going from cringe to artists and the other from artists to cringe. Let's first begin with the almost perfect brand of Katie 1.0. Katie Perry had a diamond track record of an artist. Anyone who breathed a single second in 2010s would have at least heard one of her mega hits. California girls' teenage dream,

Firework, E.T. and Last Friday Night. Those were the jam for elementary school, Zoe. It was a brand of this vibrant party fantasy girl who can also tap into the alluring dark elements of the dark horse. as well. And Vogue was right. Katie Perry was very campy. Her music and visual brands were very innovative. She was making trends. Everything she did was a success, even playing Smurfette in the Smurfs. Creating the Katie Cat collection with Cover Girl on brand with her visual and album themes,

and of course her perfume line and eventual shoe line. As a personal brand with aspirational value, it was very easy for her to tap into her young female audience who see her as the They're idle. I just love you so. There was only one problem. The party teenage girl brand works well in your 20s and maybe even 30s. But how much longer? Well, Katie 2.0 has something to say.

Every artist goes through different eras of Rise and Falls as they experiment and innovate. But for Katie Perry, everything has gotten from progressively worse to eventually catastrophic ever since the Witness era, which has now been defined. by Urban Dictionary as quote, an artist's career where they failed to reach the public's high standards, even though they did really well and has accomplished great feats with Katie 2.0. Everything she did since 2017 somehow only made her less and less likable. Was it truly purposeful pop or consecutive desperate attempts to save the ego? Can you see me?

I mean, I know you can see me. But can you really see me? Well, the witness album was not devastatingly bad. It just shows an artist desperate to change with no clear goal in mind. Going from partying to political discourse to wanting to be, quote, spread like a buffet, and distract against Taylor Swift. Obviously compared to previous mega hits, their responses are reasonably disappointing. But no worries, the next album will be a redemption, right?

Wrong. Smile was another lukewarm attempt to repackage Katie Perry into a purposeful latest. without adding a tone of depth or serious to A, the music, B, the visuals. It's a shallow rebrand that neither appeals to the teenage party girl audience nor a mature targeted audience that will find animated clowns deep. It opened with 35,000 sales the first week, which is a fraction of the 286,000 sold in Prism's first week. Now we're having a rising alarm bell for a branding crisis. From a standalone perspective, the new albums just don't fit with a prior audience of Katie 1.0. Young teenage girls who like to party.

It takes time to find the right crowd who will enjoy Katie Perry's new rebranded art, which is not a failure on its own. But to the ego of a once chart-topping artist, this is catastrophic. So much so that Katie Perry was willing to try all the tricks, and I mean all the tricks she's got, to reclaim her fame and prestige. again, including blindly chasing trends and working with an alleged rapist into the true downfall of her brand.

Women's World I fear Katie Perry is having another flop album and she's just not doing it right. No! Quote, it's a song that made me feel stupider. Every sorry time I listen to it. Quote, no but karma by Georgia Siwa feels less embarrassing to watch. Quote, it's just offensively boring. Even though there sure was quite a bit.

bit of hype about how bad the 143 album was, women's world spent one day on Spotify's US chart in the lower 100 and then completely vanished. So let us break down the five elements that made this a disaster of a rebrand. First, audience mismatch. As a song that was intended to embrace feminism, it came off as as mid at best, but in actuality offensive to the targeted women demographic. It's the woman's world and you're lucky to be living in it. It's like, ooh, we're not about the male gays, but you really are about the male gays.

Quote, Katie Perry said purposeful pop and then stopped keeping up with current events for the next seven years. Starting with the visual brand. The music video was just uncomfortable to watch, including flamboyantly peeing into the urino, Sticking gas pump into her actual butt, very male gay-centric shots into her chesticles that I have to blur out for YouTube, a bedazzle screwdriver, oh, and Tricia Padas, which might be my favorite part of the music video. Not sure if anybody on Katie Perry's team ever had a thought that maybe, just maybe, this portrayal of a woman's world is neither relatable nor aspirational to Katie Perry's old party girl fan base or the intended conscious pop crowd. Quote, I kiss a girl was literally more empowering

than the string rack. Quote, that was an expensive way of saying I've been hitting the gym. It just seems like a self-promotional video about how great she looks while trying to pinkwash the audience into buying this pro bono branding of feminism. And the lyrics crack me up.

Quote, sexy, intelligent, so soft, so strong. She's a winner, champion. She's a sister, she's a mother. She's a woman a multitude. An entrepreneur, a shop owner, an artist, a mother, a daughter, a friend, a sister, a lover. Quote, this feels like you asked Chat GPT to generate a music video about feminism. It really does feel like ChatGPT wrote it. It is no wonder that Karma by Joja Siwa is outstreaming Katie's new single.

And to make matters way worse, the second element, associations, makes this rebrand more of an embarrassment. What is a brand, guys? It is everything and anything something is associated. Just like why Nike doesn't work with alleged rapists, elite artists don't work with alleged rapists. So why did Katie Perry stop working with Dr. Luke since Prism 2013 and suddenly start working with him again? Well, because the allegations came out in 2014. But after two back-to-back flops, Katie Perry is haunted by desperation. If Dr. Luke, the alleged rapist of Kesha, gave the golden touch to make many of Katie Perry's number one his singles,

like Teenage Dream California Girls E.T. last Friday night, shortly. He would be the one to save this rebrand, right? Well, regardless, if Dr. Luke really did sexually assault Kasha, Nicki Minaj, Dodger Kat, just to name a few, his brand exists in other people's mind as an abuser. So what more of a joke is it for Dr. Luke to work on this fantastic song about woman empowerment called Woman's World? Quote, it may be a woman's world, but this video is 100% for men.

And on top of the disastrous, hypocritical brand of this partnership is the blatant truth. Dr. Luke is just as creatively bankrupt because, third, the music, aka the product, just shows that even with good marketing, a crappy product will not sell, let alone a sh** product with marketing. We already talked about the underwhelming lyrics, but what might shock you more is, quote, How did this have six writers? Did they write one line each? Quote, she totally wrote Woman's World for Barbie and they didn't want it. The actual music itself sounds the same as every other 2010 song.

With the past seven years of surface-level rebrand into purposeful pop, it seems like Katie Perry has come back in full circle into the only brand she knew. 2010 pop, only now with an inorganic brand of feminism. added to it. It is the curse of a highly successful brand that exist in people's mind. That when only surface-level rebrand by changing a few lyrics and calling it feminism, it is not appealing to the party girl brand fan base, nor attracts a new mature audience that finds any depth in Katie Perry's new music.

Her overall brand in music and visual is just a constant confusion. While trying to pivot away from this drinking culture party girl image, She launches a non-alcoholic, but still a drinks brand that reinforces her old party brand. If you're thirsty on stage and you need a drink, it's very easy, you just do it. Tap, tap, tap, tap. Kind of like how Jojo-C-1 wants to be seen as an adult only by swapping out pink bows for the black ones. Nobody's gonna know. Nobody's gonna know. They're gonna know.

Katie Perry wants to tap into feminism and Gen Z culture, but because she doesn't have a solid foundation of a strong brand of what she's stands for, it just makes people think that she is mocking the whole culture. Is it me? Am I the drama? I don't think I'm a drama. Maybe I am. Am I the villain? What is worse is for the response. Girl boss? You can do it. You go, girl! You were born to shine.

And we're kind of just having fun being a bit sarcastic with it. It's very slapstick. So the brand is now to make fun of feminism? Quote, the fact that you have to explain, satire. Quote, I feel less empowered. Even with a good intention, the delivery was amiss. And the whole project kind of became what it was critiquing. Note, I also don't agree with the ageism attacks on Katie Perry saying that she's past the age of making good pop. It's not an age problem. It's a branding problem. All of Katie Perry's contemporaries, including

Taylor Swift, Beyonce, Lady Gaga, Kesha, are still active and thriving, proving that it's not an age or era problem. It's a while undergoing a rebrand from teenage dream girl to conscious pop woman, Katie Perry has only been doing all the surface level work to appear deep and conscious. But in reality, it's only recycling the same things from 10 years ago, which really isn't helped by the last element of the downfall. Fifth, timing. Katie, get up. It's release day. Oh, I'm ready. Instead of taking the market data as feedback, Katie, Perry's team just said, nope, we'll just continue releasing songs. Without making sure that the very next release is a solid banger.

Not a surprise, Lifetime didn't even make it to Billboard 100. Nor did the collapse on, I'm his, he's mine. They just release misfires after misfires that strengthens a new brand. The brand of a cringy flop artist, we can't get out of her witness era. So what are some things that could help Katie Perry get out of this cat catastrophic limbo of her rebrand. First, it is very clear that Katie Perry is stuck between two brands. Her iconic fantasy girl self back in the 2010's associated with partying, male gaze, living young,

with a mature, deeper brand that will appeal to an older, more conscious audience. While wanting to rebrand into this mature image, she never moved past a similar style of 2010 pop music, but visuals that communicate death. So I think it's crucial to first determine which one she genuinely wants to stick with. Because a satire only works when the audience knows what you clearly stand for. And a core brand pillar is missing right now. Leading to old fans losing connection with her. Rosen lasagna, medium power, 15 minutes.

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Meaning, her shoe brand, frequency, drinks brand value also go down. Instead of working with someone who is an alleged rapist and only brought negative attention instead of any actual streams to the music, find a creatively capable producer without a negative brand association. How about espresso's producer? Hit Me Hard and Soft's producer. Anyone else? Third, and most importantly. The desperation energy has got to stop.

Icons attract attention. They don't chase after 20 feminism themes in attempts to hack streams. They create from their hearts and people naturally follow because they feel the connection. Instead of putting out soulless back-to-back-to-back songs and albums, doing random side gigs like promoting football for another country. Take the time to create something worth listening to. Or just take a break, work on the other ventures or add value to other artist's lives like the American Idol Day. I don't think Katie Perry came with ill intention at any point,

but is haunted by the success from her earliest brand, and is genuinely lost in how to pivot her brand to create a bigger impact. With that, even though the rebrand hasn't been successful so far, with time, clarity, and a track of consistency, she will find the right audience to grow the new brand stronger, but that brand has to come from a very genuine place in the heart. Instead of a pink washing facade, and doing very poor appropriations of Genzi culture.

Let me know if you think Katie Perry can come back from this woman world rebrand disaster. And comment which celebrity you'd like me to analyze next through a marketing perspective. This is your marketing bestie, Zoe Unlimited. Episodes are now available on all podcast networks, Apple Spotify, YouTube. Share this episode with someone you care about, and I will see you next week.