Lecture 8 - Doppelganger Brand Images Flashcards
What is the difference between 1950s and 2017 advertising?
1950s - promise of a better life
2017 - consumer cynicism
What are doppelganger brand images?
“A form of cultural backlash whereby a family of disparaging images and stories about a brand are circulated in popular culture by a loosely organised network of consumers, antibrand activists, bloggers and opinion leaders in the news and entertainment media”
THOMPSON, 2006:50
Examples of doppelganger brand images.
Vitaminwhatever advert
Starbucks as BIG BUCKS
What are the negative impacts of doppelganger images?
Plague the brand
Form a set of opposite meanings
eg: Windows portrayed as greedy in Mac vs PC
What is the aim of doppelganger brand images?
Influence consumer beliefs by introducing a competing set of meanings
What should brand managers do when doppelganger images arise?
Look to reinvent their story
Counteract consumer movements if images are negative
eg: Angelica Huston’s Botox nightmare
When do doppelganger brand images emerge?
1) When innovation goes against prevailing social norms, values and institutions
eg: Toyota Prius, Viagra, P&G’s Olestra
2) When the organisation changes unexpectedly -> loyal customers turn against you
eg: Harley Davidson’s electronic bike
3) When your organisation receives backlash for negative operations
eg: Corporate greenwashing or negative CSR efforts
Why are doppelganger images so prevalent?
TECHNOLOGICAL CHANGE
- internet & social media
SOCIAL CHANGE
- rise in popularity of CSR, wealthy responsible for less advantaged, wages not rise in line with the economy.
CULTURAL CHANGE
- increase in transparency, rise of health conscious.
STORY/EMOTIONAL MARKETING evoke greater cynicism within consumers (THOMPSON, 2006)
AS BRANDS BECOME WHAT CONSUMERS ARE PERSONALLY INVESTED IN, THEY EXPERIENCE A SENSE OF OWNERSHIP IN WHAT BRANDS DO (SCHAU AND MUNIZ, 2005)
MARKETING AND BRANDS LOST LEGITIMACY
- Culture jamming, Goldman Sachs as the worst of corporates
(WALKER, 2003)
Advantages of doppelganger brand images?
- Reveals issues which could lead to brand image crisis
- Call attention to cultural contradictions that could undermine perceived authenticity of branding
eg: Starbucks images show mass marketing ubiquity undercuts its central story, an authentic simple of consumer hip. - Early sign strategy is losing value
- Track and monitor consumers on social media
Disadvantages of doppelganger brand images?
Competing means can influence consumers negatively
Negative meanings hard to shift (When they circulate in popular culture)
Identity value offered by a brand can be greatly reduced (HOLT, 2002)
Name an example where a doppelganger brand image has emerged and created backlash for an organisation.
JOHN LEWIS CHRISTMAS AD
Identity myth: Utopian, high romanticised view of Christmas, for many it is really turbulent and expensive.
ALDI
Won the hearts of the working class, should win TMG through low pricing and no frills.
What is Giesler’s branding tool for managing doppelganger images?
1) STORY DEVELOPMENT
2) AUTHORISATION
3) IDENTITY PERFORMANCE
4) DIFFUSION
What happens in the story development phase of Giesler’s tool?
New brand story that works to assuage a salient identity dilemma.
eg: Botox’s ‘pleasurable play’ is a health gamble, critics can tell the story about avoiding Botox is indispensable to the pursuit of healthy body and self.
What happens in the authorisation phase of Giesler’s tool?
Brand story needs to be shared with socially sanctioned expert authorities, control those who can influence consumer behaviour.
eg: Scientists offered cash to refute climate change
(SAMPLE, 2007)
What happens in the IDENTITY PERFORMANCE phase of Giesler’s tool?
Create a network of representatives who all communicate new story’s consumer role.
eg: Celebrity endorsement, sponsored content eg: Zoella
