Paula Abdul Relaunches Her Brand at the Super Bowl
February 4, 2008 by Susan Gunelius
Filed under Marketing
What do you think? Can Paula Abdul effectively relaunch her career after this taped performance at the Super Bowl last night?
I was actually surprised. The song will probably be very popular at clubs. It has a great dance sound. Will she be able to capitalize on this exposure and relaunch her brand as a popular pop star or will this be a one time thing?
Predictions, please.
Tags: Paula Abdul, Super Bowl, Paula Abdul Super Bowl, Dance Like There’s No Tomorrow, Paula Abdul new song, American Idol
I don’t think it will relaunch anything.
I didn’t see it last night but watching it here today makes me think that it wasn’t spectacular enough to overcome the damage done by that dreadful reality show on Bravo.
I’m not sure that she’s going to become a pop star again. But it will probably give her a bit of a bump. Really, though, the only reason she’s at this point (instead of much lower) is thanks to the success of American Idol. Good thing Fox is all about promoting its TV shows…
Susan- I think this was designed to promote American Idol, to which she and her career are connected. They would probably look at a pop star run as a very weak potential by-product. It does cast her as younger, hipper, etc. So the “brand” seems to be younger, hipper, American Idol (and possible offshoots) judge.
Can she relaunch her career?
I guess that begs two questions – 1. Is it actually being relaunched (since she’s now forever linked with AI)? And – 2. relaunch as what?
If she’s trying to relaunch as a pop star – it’s anyone’s guess. Personally, watching her made me tired. There was a delay between the sound and the beat (even live) and it all seemed so scripted.
I’m embarassed to admit I kept wondering how old she is and impressed at the shape she’s in. I just think that whatever she’s attempting to do with this move, she’s got too much baggage dragging behind her to get far.
I didn’t see her, but I’d cut some slack for anyone who comes back after having “four plates and 14 cervical spinal surgeries” in a five year period. http://news.ninemsn.com.au/article.aspx?id=374966
No way does this relaunch her brand. It just deepens her American Idol brand, and shows that she’s too old to do the dancing and touring she used to.
Too bad, because I actually used to enjoy her poppy fun music.
I have to agree with everyone on this one. I don’t think she’ll ever be as big as she was in the late 80s, but I have to admit, I’d get out on the dance floor if this song came on.
It’s strange to watch Paula Abdul perform without the dancing she was famous for. That was such a big part of her overall brand package. As I watched her performance, I kept hoping that maybe she’d be able to still do some dancing despite all of her health problems and surgeries. No such luck though.
I also have to agree that if it weren’t for American Idol, she probably wouldn’t have even had the opportunity to come back with this song, let alone a taped performance for the pre-show of the Super Bowl. The network must have loved that tie-in (particularly with the Ryan Seacrest addition – now there’s a brand that’s oversaturated and overextended, but I’ll have to leave that for another post). :)
Interesting. Didn’t get the Super Bowl stuff, so never watched the video.
Anyway, I’m enjoying your posts. Keep it up!