Botox Cosmetic Case Classroom Kit

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process:

Longitudinal
Insights
from
the
Rise
of
Botox
Cosme;c

Markus
Giesler,
Schulich
School
of
Business

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Disclaimer

These slides were designed by Markus Giesler (mgiesler@schulich.yorku.ca) to illustrate some of
the theoretical and managerial insights provided by “How Doppelgänger Brand Images Influence
the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic,” Journal of
Marketing 11/2012) that can be downloaded here.

The slides work best in combination with the journal article as a reading. Please cite the article
when you use the slides (please do not delete the next slide). If you use the article, please respect
that its copyright lies with the American Marketing Association. If your institution does not have
access to the JM article collection please contact me directly via email and I will provide you with
a copy of the article.

This is the PDF version. The PPT version is available directly via email!

Thank you for using this material!

Toronto, April 25, 2012
Markus Giesler

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

The
following
is
based
on:

Giesler,
Markus
(2012),
“How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on

Process:
Longitudinal
Insights
from
the
Rise
of
Botox
Cosme;c,”
Journal
of
Marke;ng

(November)

More
informa;on
and
the
ar;cle
are
available
at
markus-‐giesler.com

How
Doppelgänger
Brand
Images
Influence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Next
Week’s
Class:

How
Doppelgänger
Brand
Images
Influence

the
Market
Crea;on
Process

Analyzing
the
Rise
of
Botox
Cosme;c

Please
read:

“How
Doppelgänger
Brand
Images
Influence

the
Market
Crea;on
Process”

available
for
download
at

hWp://markus-‐giesler.com/publica;ons/

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Focal
Brand:
Botox
Cosme0c

•  Radically
new
technological
innova0on

•  World’s
ﬁrst-‐ever
cosme0c
injectable

•  Developed
by
pharma
giant
Allergan
Inc

•  Addresses
moderate/severe
frown
lines

•  Costs
between
US
$
400-‐800

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

What
is
brand
image
all
about?

Tradi0onal
view
Brand

Owner

Postmodern
view

•  Rejuvenates
your
skin
•  Mythic
images
and
meanings

•  Cheaper
and
much
less
painful
about
the
technology
and
its

than
plas0c
surgery
users

•  More
eﬀec0ve
than
makeup

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Cultural/Emo0onal
Branding

(Schroeder
and
Salzer-‐Moerling
2006;

Fournier
1998;
Atkin
2004;
Roberts
2004;
Holt
2004)

Brand
image
is
much
more
a
maTer
of
perceived

meaning
and
cultural
mythologies
than
an
aggrega0on
of

veriﬁed
evidence.

Brands
succeed
when
they
tell
resonant
stories
that

consumers
can
use
to
assuage
salient
threats
to
their

iden00es.

8

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

What
is
brand
image
all
about?
Brand

Owner

mythic
brand
images
and
meanings

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Challenge:
Brand
Image
is
co-‐created!

Brand

Owner

Bloggers

etc.

Journalists
Ac;vists

Consumers
Celebri;es

Scien;sts

mythic
brand
images
and
meanings

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

“I
went
to
a
doctor
who
said,
'Anjelica,
we
have
this

wonderful
new
thing,
it's
called
Botox.
He
took
a
huge

needle
and
plunged
it
into
my
third
eye.
The
pain
was

something
inexplicable.
I
gasped,
I
writhed
and
when
I

came
to,
I
had
a
headache
that
lasted
four
days.
A

serious
one.”
[...]
“I
went
home
to
my
husband
that

night
-‐
he's
a
sculptor
he
has
a
good
eye
and
he
said,

'What
have
you
done?'
I
said,
'Nothing,'
and
he
said,

'No,
you've
had
something
done.'
A
liTle
bit
later
that

night
we
were
having
dinner
in
a
restaurant
and
he
was

telling
me
some
horrible
story.
I
would
say,
'Oh,
that's

really
ghastly,'
and
I
had
no
expression
whatsoever.

We
got
into
a
terrible
ﬁght.”

hTp://www.naturalnews.com/022720.html

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Doppelgänger
Brand
Images

(Thompson,
Rindﬂeisch,
and
Arsel
2006,
50)

“disparaging
images
and
stories
about

a
brand
that
are
circulated
in
popular
culture”

frequently
undermine
the
posi0ve
brand

meanings
brand
owners
aTempt
to
ins0ll
through

their
marke0ng
ac0vi0es.

8

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

How
did

‘s
image
evolve?

Brand
Image
BaTles

Oﬃcial
contesta0ons
Doppelgänger

Brand
Image
over
0me
Brand
Image

How
Doppelgänger
Brand
Images
Influence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Actor-‐Network
Theory

(Callon
1986;
Latour
1988;
Law
and
Hassard
2002)

•  Innova0ons
never
transmiTed
but
ac0vely

(re-‐)shaped
by
mul0ple
heterogeneous
actors

•  Actor-‐network:
loosely
defined
assemblage
of

actors
created
around
a
specific
innova0on

•  four
“moments”
of
transla0on
(Callon
1986):

PROBLEMATIZATION INTERESSEMENT ENROLLMENT MOBILIZATION
establishes innovation as disassociates targeted persuades targeted ensures that the
indispensable to solution actors from alternative actors to take their spokespersons are
of a specific problem
problematizations
ascribed roles
representative

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Theore0cal
Proposi0on

Brand
image
revitaliza0on
=
a
fourfold

cultural
branding
process
through
which

brand
managers
can
neutralize
a

doppelganger
brand
image
and
translate

their
desired
image
into
the
interests
of

mul0ple
stakeholders.

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Illustra0ng
Brand
Image
Revitaliza0on

Analysis
1
(Mass
Discourse
Analysis):

How
is
technology
culturally
imagined?

Analysis
2
(Brand
Image
Analysis):

How
has
Botox’s
brand
image
evolved?

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

How
is
Technology
Culturally
Imagined?
Ideological Field of Technology

Source:
Kozinets
(2008,
JCR),
“Technology/Ideology:
How
Ideological
Fields
Inﬂuence
Consumers’
Technology
Narra0ves”

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Analysis
2
(Brand
Image
Analysis):

How
has
Botox’s
brand
image
evolved?

•  Ethnographic
analysis
(2003-‐2010)
in
Toronto,
Canada

•  Par0cipant
observa0on
in
two
dermatology
prac0ces

•  Analysis
of
all
of
Botox
Cosme0c’s
adver0sing
materials

•  In-‐depth
interviews
with
32
middle-‐class
Baby
Boomer

women
(Botox’s
largest
and
fastest
growing
segment)

•  longitudinal
hermeneu0cs
(e.g.,
Giesler
2008)

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Analysis
2
(Brand
Image
Analysis):

How
has
Botox’s
brand
image
evolved?

Level
1
Intratextual
Analysis

interpre0ng
each
interview
as
a
separate
ideographic
case

Level
2
Intertextual
Analysis

Theory
teasing
out
narra0ve
commonali0es,

ideographic
theme
building,
and
historical
antecedents

Level
3
Intertemporal
Analysis

comparing
and
contextualizing
themes
at
diﬀerent
stages
of

a
chronological
process
and
across
the
totality
of
informants

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

FIGURE 1
BOTOX COSMETIC’S BRAND IMAGE CONTESTATIONS (2003-2010)

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

1st
Brand
Image
BaTle
(2002-‐2004):

The
“Pleasurable
Play”
Image

•  Techspressive
Myth
(Kozinets
2008)

•  Happier
and
more
fulﬁlled
self

•  “For
me,
myself,
and
I”
campaign

How
Doppelgänger
Brand
Images
Influence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

1st
Brand
Image
BaTle
(2002-‐2004):

BeTy
(46,
architect,
3
injec0ons,
July
2003):
I
had
my
first
Botox

injec0on
in
January
2003.
Yeah,
that’s
right,
in
the
middle
of

the
winter.
And
it
really
cheered
me
up,
haha.
[…]
What
is
it
all

about?
Well,
it’s
about
feeling
good,
looking
great.
That’s
what

it
comes
down
to
I
would
say.
It’s
so
much
fun!
A
bit
like…a

really
decadent
treat.
It’s
like
a
shopping
spree
or
a
day
at
the

spa.
Only
beTer
as
it
lasts
so
much
longer,
haha!
You
do
it
and

then
go
home
all
relaxed
and
see
the
effects
and
you
go
like

“Yeah,
it’s
gone.
It’s
amazing.
I
love
it!
[…]
It’s
also
a
bit
about

experimen0ng
with
your
looks.
[Dermatologist
and
I]
tried

different
things
last
0me
and
it
does
produce
different
results.
I

like
that!
Like
pain0ng…

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

1st
Brand
Image
BaTle
(2002-‐2004):

Heidi
(46,
seven
injec0ons,
December
2003):
These
par0es
are

so
much
fun!
We
drink
wine
and
I
usually
have
some
food
and

we
eat.
It’s
fun!
We
laugh
a
lot.
And,
of
course,
Dr.
Smith
[alias]

is
here.
He’s
doing
the
shots.
[…]
It’s
become
extremely

popular.
I
did
my
ﬁrst
party
about
a
year
ago
and
we
were

three
or
four
girls
from
the
neighborhood.
This
is
the
fourth

one
I’ve
organized
but
I
know
of
at
least
three
other
women

who
do
them
regularly.

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

1st
Brand
Image
BaTle
(2002-‐2004):

Cultural
Backlash

•  Botox
par0es
become
a
mass-‐mediated
fad

adventures
undermine
“Pleasurable
Play”
myth

•  Cri0cs
circulate
Botox
Cosme0c’s
nega0ve
“poison”
image

•  “Pleasurable
Play”
myth’s
iden0ty
value
is
greatly
reduced

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

2nd
Brand
Image
BaTle
(2004-‐2006):

The
“Miracle
of
Medicine”
Image

•  Techtopian
Myth
(Kozinets
2008)

•  Healthier
and
more
knowledgeable
society/self

•  “Keep
the
Wisdom,
Lose
the
Lines”
campaign

!"#$%&'()*+
GLABELLAR LINES

What are glabellar lines? Indication
BOTOX® Cosmetic is a prescription
Glabellar lines (the vertical lines between the eyebrows) appear
medicine that is injected into muscles
when a person frowns and activates the two major muscles that and used to improve the look of
moderate to severe frown lines between
control movement between the eyebrows, the corrugator and
the eyebrows (glabellar lines) in adults
procerus muscles. younger than 65 years of age for a short
period of time (temporary).
What causes glabellar lines?
IMPORTANT SAFETY INFORMATION
Glabellar lines are formed by repeated contraction of the muscles BOTOX® Cosmetic may cause
serious side effects that can be life
between the eyebrows. Over time, the skin becomes less elastic
threatening. Call your doctor or get
so repeated frowning may cause visible, deep wrinkles between medical help right away if you have
any of these problems after treatment
the eyebrows, even when the face is at rest. Frown lines between
with BOTOX® Cosmetic:
the eyebrows, which often look like the number ‘11’, can have a Problems swallowing, speaking, or
breathing. These problems can
negative effect on one’s overall facial appearance by creating a
happen hours to weeks after an
sad, angry, or tired impression. injection of BOTOX® Cosmetic
usually because the muscles that you
use to breathe and swallow can
How are glabellar lines treated?
become weak after the injection.
BOTOX® Cosmetic (onabotulinumtoxinA), approved by the U.S. Death can happen as a complication if
you have severe problems with
Food and Drug Administration (FDA) in 2002, is a prescription
swallowing or breathing after

How
Doppelgänger
Brand
Images
Influence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

2nd
Brand
Image
BaTle
(2004-‐2006):

Nora
(48,
primary
school
teacher,
3
injec0ons,
July
2005):
Oh,
I’m
a

very
risk-‐averse
person.
I
usually
don’t
take
medical
interven0ons

lightly
at
all,
especially
when
they
involve
injec0ons.
My
health
is

incredibly
important
to
me.
In
fact,
I
have
to
know
every
liTle
detail

about
what
the
risks
are
and
the
benefits.
Really
more
the
risks
…
[…]

So
I
ran
around
for
about
a
year
or
so.
I
read
a
lot
online
and
talked

to
different
people
about
Botox.
I
talked
to
others
who
had
used
it

and
I
asked
two
different
dermatologists.
I
asked
them
like
a
million

ques0ons
about
it,
you
know.
I
was
just
very
curious
to
find
out
more

about
what
it
is
and
how
it
works
on
your
muscles.
All
of
this
took
a

long
0me
but
it
convinced
me
that
this
was
the
right
thing
for
me
to

do
and
it
was.

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

2nd
Brand
Image
BaTle
(2004-‐2006):

Cultural
Backlash

•  Poison
image
disappears
but…

•  Techtopian
narra0ves
provoke
“Frozen
Face
Image”

•  Cri0cs
expropriate
the
Techtopian’s
nega0ve
connota0ons

•  “Miracle
of
Medicine”
myth’s
iden0ty
value
is
greatly
reduced

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

3rd
Brand
Image
BaTle
(2005-‐2007):

The
“Expression
Enabler”
Image

•  Techtopian
myth
(Kozinets
2008)

•  Happier
and
more
compassionate
society/self

•  “Your
Personal
Best”
campaign

“It
turns
out
that
Botox
can
actually
short
circuit
a

person’s
ability
to
feel
unhappy.
Because
of
the

apparent
valida0on
of
something
called
the,
“Facial

Feedback
Hypothesis”,
the
fact
that
Botox
prevents

frowning…
also
short
circuits
one’s
ability
to
fully
feel

the
emo0ons
associated
with
it.
David
Havas
of
the

University
of
Wisconsin-‐Madison
decided
to
study

people
who
had
received
Botox
treatments
that

paralyzed
one
pair
of
their
corrugator
muscles,
which

cause
the
forehead
to
constrict
into
a
frown.”

hTp://exploringthemind.com/the-‐mind/botox-‐and-‐
emo0ons

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

3rd
Brand
Image
BaTle
(2005-‐2007):

Nora
two
years
later
(51,
primary
school
teacher,
8
injec0ons,

April
2007):
My
kids
[at
school]
always
looked
at
me
as
the

empathe0c
one.
That
was
always
my
key
strength.
But
then,

there
was
a
sudden
change.
Parents
would
call
and
cri0cize
me

for
being
overly
stern
and
so
for
a
while
I
was
very

uncomfortable
because
[…]
I
hadn’t
changed
my
teaching
style.

So
I
recognized
that
I
was
losing
my
ability
to
empathize

because
of
my
facial
expressions.
[…]
Being
a
teacher
is
all

about
expression.
Expression.
Not
just
verbally
but
also
in

terms
of
body
language.

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

3rd
Brand
Image
BaTle
(2005-‐2007):

Cultural
Backlash

•  Number
of
vials
explodes
from
200.000
(2002)
to
1.3
million
(2005)

•  Frozen
image
loses
resonance
but
Frankenstein
image
emerges

adventures
undermine
“Expression
Enabler”
myth

•  Plus
cri0cs
expropriate
the
Techtopian’s
nega0ve
connota0ons

•  “Expression
Enabler”
myth’s
iden0ty
value
is
greatly
reduced

“So
he
just
you
know
like
one
liTle
shot
here,
one
here
and
one

here
[points
to
her
forehead].
When
I
woke
up
the
next

morning,
my
en0re
face
had
fallen
down
to
around
my
nose,

and
I
had
totally
triangle
eyebrows
[drama0c
music].
And
I

looked
a
liTle
bit
like
you
know
Sister
of
Satan.
And
I
was

hysterical.
And
so
of
course
then
I
cried
for
ten
days.
And

everyday
I’d
walk
into
the
hotel,
we
were
on
the
road,
and

looking
into
that
mirror
that’s
always
in
the
bathroom,
and
I’d

go
like
“who
is
that?”
And
I’d
pull
my
eye
up
and
go
'oh
there

she
is.'
And
I
just
think
people
should
not
do
this.”

www.youtube.com/watch?v=naMkd6_dVJ4

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

4th
Brand
Image
BaTle
(2007-‐2009):

The
“Performance
Booster”
Image

•  Work
Machine
myth
(Kozinets
2008)

•  Faster
and
more
produc0ve
society/self

•  “Success
Stories”
campaign

Aesthe0c
treatments
are
so
popular
now
that

instead
of
denying
about
ﬁxes
to
their
bodies,
men

and
women
openly
discuss
treatments,
costs
and

where
to
have
them
done.
[…]

Career
success
many

0mes
goes
hand-‐in-‐hand
with
a
matching
physical

image,
whether
people
admit
it
or
not.

hTp://www.healthy0mesonline.com/archives/
aesthe0cs_and_beyond.htm

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

4th
Brand
Image
BaTle
(2007-‐2009):

Sharon
(41,
real
estate
agent,
3
injec0ons,
June
2008):
So
she
[a
lady]

walks
up
to
me
[at
a
party]
and
goes
like
“oh,
your
skin,
you
have

such
nice
skin.”
[…]
And
then
she’s
like
“how?”
And
I
say
“Botox.”

And
she
goes
like
“when?”
And
I’m
like
“yesterday
during
my
son’s

hockey
prac0ce.”
And
she
was
like
“oh
my
god!”

Luna
(41,
housewife,
6
injec0ons,
December
2009):
Injec0on
days

are,
well,
they
are
like
any
other
day,
except
for
a
small
detour
to
the

doctor.
The
en0re
job
usually
takes,
well,
it
take
no
more
than

twenty
minutes
maybe.
I’d
say
it
doesn’t
add
much
to
my
schedule.

Fiyeen
minutes.
It’s
only
just
a
few
pricks
and
oﬀ
you
go.
I
usually

stop
by
in
the
morning,
ayer
doing
the
groceries,
and
then
I
pick
the

kids
up
from
school.
It’s
quite
comfortable
that
way…

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

4th
Brand
Image
BaTle
(2007-‐2009):

Cultural
Backlash

•  Frankenstein
image
loses
cultural
resonance
but
junkie
image
emerges

•  Number
of
vials
rises
from
1.2
million
(2005)
to
1.8
million
(2007)

adventures
undermine
“Performance
Booster”
myth

•  Plus
cri0cs
expropriate
the
Work
Machine’s
nega0ve
connota0ons

•  “Performance
Booster”
myth’s
iden0ty
value
is
greatly
reduced

“New
research
ﬁnds
that
while
Botox
may
erase
wrinkles

and
restore
youthful
good
looks,
it
may
just
be
an

addic0on-‐inducing
substance.
Dr.
Carter
Singh,
who
has
a

degree
in
psychology
[...]
and
the
consultant
plas0c

surgeon
Mar0n
Kelly,
of
London
Plas0c
Surgery

Associates,
said
in
a
new
study
that
four
out
of
10
people

using
Botox
treatments
do
so
repe00vely.”

www.medindia.net/news/view_news_main.asp?x=14332

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

5th
Brand
Image
BaTle?
(2008-‐2010):

The
“Weapon
of
Libera0on”
Image

•  Techtopian
Myth
(Kozinets
2008)

•  Fairer
and
more
empowered
society/self

•  “Freedom
of
Expression”
campaign

Virginia
Madsen:
“We
are
so
blessed.
We
are
fortunate
in
this
country
to
be
able
to
express

ourselves
the
way
we
do
as
women.
We
are
so
fortunate
to
be
raised
in
this
society,
and
we

should
never
take
that
for
granted,
but
we
do
everyday.
I
mean
every
0me
a
girl
goes
out
in

jeans
and
a
tee-‐shirt,
she
takes
for
granted
how
she
got
to
wear
the
ouzit.
I
remember
I
was
not

allowed
to
wear
pants
to
school.
And
that
was
the
1970s.
And
it
was
because
of
a
women’s

movement
that
I
could
be
more
liberated.
And
there’s
a
lot
of
girls
don’t
even
know
who
Susan

B.
Anthony
is.
They
didn’t
know
that
we
didn’t
get
to
vote
before.
So,
it’s
important
to
know
our

history
and
where
we
came
from.”

hTp://movies.glam.com/ar0cles/detail/virginia_madsen_on_beauty_botox_and_vo0ng/

hTp://media.virginia-‐madsen.org/view/32/league-‐of-‐women-‐voters-‐vote411org-‐20sec/

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

5th
Brand
Image
BaTle?
(2008-‐2010):

Lynn
(46,
ar0st,
8
injec0ons,
April
2009):
I've
come
into
all
sorts

of
casual
cri0cism
for
using
Botox.
The
whole
nine
yards,
really.

[...]
But
hey!
Wasn't
Marie
Curie
cri0cized
when
she
decided
to

become
a
scien0st?
And
then
she
won
two
Nobel
prizes.
Or
do

you
remember
Catherine
Deneuve
when
she
ﬁrst
publicly

admiTed
to
having
her
hair
dyed?
Deneuve
sold
out!
She
is
a

hair
dye
junkie!
From
today's
perspec0ve
that
sounds
hilarious.

So
I
guess
doing
Botox
is
like
hair
dye
back
then,
a
context
for

being
a
feminist.
If
you
don't
understand
my
choices,
read

some
feminist
history,
go
back
to
school...

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

To
be
con0nued…

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Theore0cal/Managerial
Implica0ons

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Managing
a
Tech
Brand’s
Image
Over
Time

Brand
image
revitaliza0on
=
a
fourfold

cultural
branding
process
through
which

brand
managers
can
neutralize
a

doppelganger
brand
image
and
translate

their
desired
image
into
the
interests
of

mul0ple
stakeholders.

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

FIGURE 3: BRAND IMAGE TRANSLATION PROCESS FOR A NEW ANTI-AGING SOLUTION

Ideological Field of Technology

Mythic Brand Images and Meanings Dominant Brand Image
(narratives, storylines, performances, etc.) Time

(interpretations, values, meanings)
Translation
Activities

PROBLEMATIZATION INTERESSEMENT ENROLLMENT MOBILIZATION

How
Doppelgänger
Brand
Images
Influence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

Managerial
Contribu0on

FIGURE 2
A BRAND IMAGE REVITALIZATION PROCESS FOR TECHNOLOGY BRANDS

Phase
Problema(za(on
Interessement
Enrollment
Mobiliza(on

Managerial
Ac0on
Create
a
new
branding

Validate
branding
story
Use
brand
ambassadors

Ensure
that
consumers

story
that
resolves
nature-‐ through
scien0fic
facts
and
to
performa0vely
enact
adopt
brand
ambassadors’

technology
contradic0on
other
forms
of
authority
the
new
branding
story
iden0ty
performance

Focus
Storytelling
Valida;on
Enactment
Durability

Instruments
Techtopian,
Studies,
tables,
celebrity
endorsements,

Loyalty
programs,

Work
Machine,
charts,
figures,

adver@sing
personas,
brand
community

Techspressive,
etc.
partnerships,
etc.
leading
consumers,
etc.
prac@ces,
etc.

How
Doppelgänger
Brand
Images
Inﬂuence
the
Market
Crea;on
Process
–
The
Rise
of
Botox
Cosme0c

2003
2004
2005
2006
2007
2008
2009
2010
2011

Botox Cosmetic Case Classroom Kit

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