A Little Innovation Story
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A Little Innovation Story



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

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



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http://roma-consumers.com 546
http://www.innovationexcellence.com 381
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http://www.markus-giesler.com 36
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A Little Innovation Story Presentation Transcript

  • 1. A Little Innovation Story about Markus Giesler, @shapingmarkets
  • 2. First Battle(2002-2004)
  • 3. Early ads promotingBotox 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 VirginiaMadsen and her mother Elaine explain this to the public.
  • 9. However, Botoxs "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"shouldnt stand in the way of your "perfect ten"
  • 14. Yet, the idea of using technology tobring out human emotions sparks anew fear: the Botox Frankenstein...
  • 15. Tempering with human nature willbring you blood, sweat, and tears…
  • 16. This is a caricature of Nicole Kidmanexemplifying this popular sentiment
  • 17. Fourth Battle(2007-2008)
  • 18. Once again, Allergan has to shiftgears. To combat the Frankenstein image, the company repositionsBotox 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 isnt someone who needs Botox to operate effectively a “Botox junkie”?
  • 21. Fifth Battle(2008-2010)
  • 22. To combat the negative junkieimage, 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 sustainedthrough the stories we share.
  • 33. Please share this one :)
  • 34. This story is based on a scholarly articleabout market creation by Markus Gieslerforthcoming in the Journal of Marketing. It can be downloaded here.