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.
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
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
Before: to buy a car … narrow down choices, go to the dealership, salesman would wheel you in and you’d purchase the car. The relationship would dissipate.Today: same as above but consumers remain engaged after the purchase publically promoting products bought collaborating in brand’s development, challenging and shaping their meanings.
While it doesn't specifically say that the car is green,