This document discusses branding in the digital age. It summarizes a case study comparing traditional automaker GM's marketing failures to Apple's marketing successes. Apple excels at creating a loyalty loop through their stores, websites, applications, accessories, and customer service that allows consumers to consider, evaluate, bond with, advocate for, enjoy and ultimately buy Apple products. Meanwhile, GM's marketing lacks consistency and focuses too much on traditional advertising rather than the full consumer experience. The document argues marketing must now act as a content publisher and orchestrator that understands the entire consumer journey in the digital world.

1. Branding in the Digital Age Hitesh Malhotra

2. Agenda Summary of the Case Traditional Marketing: Where it fails today? Digital Marketing : What works today? Consumer Experience Plan New Roles of Marketing 2

3. Quick Summary of the Case Consumers before the Digital Age Consumers Today 3

4. 4 Consumer Decision Journey Traditional New

5. Where Branding Fails: GM

6. Current Situation

7. Marketing Spends – GM and Toyota

8. Media Mix - GM

9. Just an interface to choose cards

12. Nature Theme-Green. The campaign involved people to work towards environment and be a part of ‘ The Change’.

13. Branding in the Digital Age: Apple Friends Store display Advertising Consider Evaluate The Loyalty Loop Bond Advocate Enjoy BUY 13

14. 14

16. Branding in the Digital Age: Apple Consider Evaluate The Loyalty Loop Bond Advocate Enjoy BUY Shopping experience: Apple store & online store Customer support Aesthetics 16

17. Branding in the Digital Age: Apple Consider Evaluate The Loyalty Loop Bond Advocate Enjoy BUY Applications: ITunes, Appstore Accessories CRM – Apple care - Genius Bar Uniqueness & Brand attribute 17

18. 18 Consumers: What they do Consider Enjoy-Bond- Advocate Buy Evaluate

19. 19 Consumers: What they see Inconsistent Brand Image SERIOUS DAMAGE!!!

20. 20 Consumers: What they say Social Experiences Promotions Brand ( Only if)

21. 21 Consumer Experience Plan

22. 22 New Roles of Marketing Marketing Communications Publisher & Content Supply Chain Management Orchestrator Orchestrator Market place Intelligence Leader

23. Hope this is helpful!! 23 T h a n k y o u