Is it hormonal or brilliant brand re-positioning? I suspect the latter. As he grows older so does his target audience. The androdgynous "pretty boy" look had a limited lifespan.It's essential for his brand to morph into something more "badass" and therefore sustainable. So cue the marijuana incident, smacking a photographer, foul-mouthed rants etc. Clever repositioning strategy. I can almost hear the marketing and reputation people saying, "Justy, babes, you have to go more hardcore!" ;-) Yes, seriously.
Why Bieber as an example you might ask? Simply because his behaviour and brand image change begs the question - what's your brand revitalisation, realignment or reinvention strategy as the world evolves so rapidly? If there isn't one, maybe it's time to sit down, contemplate lint in belly button and give some thought to it. Businesses are going out of business because they're not adapting to a digitally driven marketplace. Let's make sure we don't become a business schoolcase study, for all the wrong reasons.