A Little Innovation Story

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Markus Giesler

A story about a company, a protein, and a society

Tecnología Noticias y política Educación

A Little Innovation Story
about

Markus Giesler, @shapingmarkets

Early ads
promoting
Botox Cosmetic
as a hedonic
pleasure…

…but also negative stories
about a deadly poison.

To combat the poison image,
Allergan repositions Botox as
a miracle of medicine…

Hollywood actress Virginia
Madsen and her mother Elaine
explain this to the public.

However,
Botox's "cold"
medicine image
opens up a new
can of worms:
the frozen face...

To combat the frozen face image,
Allergan repositions Botox again.
This time as an expression enabler…

...as in your "stubborn eleven"
shouldn't stand in the way of your
"perfect ten"

Yet, the idea of using technology to
bring out human emotions sparks a
new fear: the Botox Frankenstein...

Tempering with human nature will
bring you blood, sweat, and tears…

This is a caricature of Nicole Kidman
exemplifying this popular sentiment

Once again, Allergan has to shift
gears. To combat the Frankenstein
image, the company repositions
Botox as a performance booster…

For "mother and critical care nurse Angela,"
for instance, Botox is not a Frankendrug…

…it allows her to go “right back to work!”

But isn't someone who needs Botox to
operate effectively a “Botox junkie”?

To combat the negative junkie
image, Allergan has to reposition
Botox (and its users) yet again…

Botox is like voting,
a weapon of liberation...

Because path-breaking innovations
are never created in the lab…

…they are created in society.
Innovator

Bloggers
Competitors

Journalists Activists

Consumers Celebrities

Scientists

And they are sustained
through the stories we share.

This story is based on a scholarly article
about market creation by Markus Giesler
forthcoming in the Journal of Marketing.

It can be downloaded here.

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A Little Innovation Story

1. A Little Innovation Story about Markus Giesler, @shapingmarkets

2. First Battle (2002-2004)

3. Early ads promoting Botox Cosmetic as a hedonic pleasure…

4. …spark a new trend called Botox parties

5. …but also negative stories about a deadly poison.

6. Second Battle (2004-2006)

7. To combat the poison image, Allergan repositions Botox as a miracle of medicine…

8. Hollywood actress Virginia Madsen and her mother Elaine explain this to the public.

9. However, Botox's "cold" medicine image opens up a new can of worms: the frozen face...

10. …blaming Botox for killing emotions.

11. Third Battle (2005-2007)

12. To combat the frozen face image, Allergan repositions Botox again. This time as an expression enabler…

13. ...as in your "stubborn eleven" shouldn't stand in the way of your "perfect ten"

14. Yet, the idea of using technology to bring out human emotions sparks a new fear: the Botox Frankenstein...

15. Tempering with human nature will bring you blood, sweat, and tears…

16. This is a caricature of Nicole Kidman exemplifying this popular sentiment

17. Fourth Battle (2007-2008)

18. Once again, Allergan has to shift gears. To combat the Frankenstein image, the company repositions Botox as a performance booster…

19. For "mother and critical care nurse Angela," for instance, Botox is not a Frankendrug… …it allows her to go “right back to work!”

20. But isn't someone who needs Botox to operate effectively a “Botox junkie”?

21. Fifth Battle (2008-2010)

22. To combat the negative junkie image, Allergan has to reposition Botox (and its users) yet again…

23. Botox is like voting, a weapon of liberation...

24. Today, after many brand image battles, Botox is more widely accepted than in 2002.

25. But it is not entirely beyond dispute…

26. No innovation ever is.

27. Not even this one…

28. …or this one.

29. Why is that?

30. Because path-breaking innovations are never created in the lab…

31. …they are created in society. Innovator Bloggers Competitors Journalists Activists Consumers Celebrities Scientists

32. And they are sustained through the stories we share.

33. Please share this one :)

34. This story is based on a scholarly article about market creation by Markus Giesler forthcoming in the Journal of Marketing. It can be downloaded here.

A Little Innovation Story

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