Basically SWAG is the new internet word for the "cool factor"
In the normal world, your swag factor is your douchey factor. Beiber has a swag coach, but from the picture of him in Frank's house, he has a douche couch.
He shouldn't have gotten the "Swag Coach". He should've stayed a cute, good-natured, mop-topped kid. I guess the "Swag Coach" was to make him appear "cooler" & "manlier" since he's been mocked for years for being "girly", "prepubescent" & "bubblegum". I'm afraid the intense hatedom created this monster. He doesn't need "swag" he needs to be "himself".
I'm not saying he's this innocent ingenue. He's a teen guy & teen guys are usually goofuses, anyway. I understand that he's technically a grown man, now & felt he needed a more "grown-up" image...but he's doing it wrong. Here's a 19 year old young man who STILL looks and sounds like a Middle-School boy with a boyish voice. In our male-centric culture, that's going to wrack a guy's psyche big-time. He's perceived as less than a man, a child, a little girl. Males tend to have huge & fragile egos and being compared to children & girls is, sadly, considered an insult.
I'd tell him "there's no shame in being a a cute, androgynous, mop-topped prettyboy", heck, girls ADORED the "mop-haired prettyboy". That's what made him so dang beloved by the tween-girl set to begin with.
Remember, Justin started out as just a regular kid that put videos out on YouTube. People back then enjoyed his singing. Then he was discovered by the music companies. He started out a regular average kid with a thing for singing but the whole stardom thing went to his head. Add the hatedom & the slow biological maturation and you have a very insecure, egocentric guy with no guidance & surrounded by yes men. Justin, the public, the producers & perhaps Justin's own physiology are responsible for the the huge douche-nozzle he is, these days.
That said, his note to Anne Frank could be either a hackneyed, misguided praise for her OR legitimate douchebaggery.
He's been a weirdo, lately with his altercations, spitting incidents & this....what a dork! Justin, you DON'T need swag!