A Doppelganger Brand Image or DBI is a collection of disparaging images and stories about a brand circulated in popular culture by a loosely organized network of anti-brand activists, bloggers, and opinion leaders.
Motivation for Creating a DBI
Motivation for creating a Doppelganger Brand Image is based on the perception that a brand is being inauthentic by claiming to be something that is not or disguising its true nature.
Doppleganger Brand Image (DBI) Examples
A classic example of a DBI is Joe Chemo, a spoof ad based on Camel Cigarettes iconic character, Joe Camel. In the spoof, Joe Camel, renamed Joe Chemo, is depicted as an ill camel that is undergoing chemotherapy as a result of getting cancer due to cigarette smoke.
Image Examples of Doppelganger Brand Image
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