Branding in the Digital Age

Hitesh Malhotra

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Agenda

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

Quick Summary of the Case Consumers before the Digital Age

Consumers Today

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Consumer Decision Journey

Traditional

New

Where Branding Fails: GM

Current Situation

Marketing Spends – GM and Toyota

Media Mix - GM

Just an interface to choose cards

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

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Friends

AdvertisingStore display

Branding in the Digital Age: Apple

Consider

Evaluate

EnjoyAdvocate

Bond

BUY

The Loyalty Loop

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Apple website:- Technical specificationReview websitesApple store: Try + speaker sessions

Branding in the Digital Age: Apple

Consider

Evaluate

EnjoyAdvocate

Bond

BUY

The Loyalty Loop

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Shopping experience: Apple store & online storeCustomer supportAesthetics

Branding in the Digital Age: Apple

Consider

Evaluate

EnjoyAdvocate

Bond

BUY

The Loyalty Loop

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Consider

Evaluate

EnjoyAdvocate

Bond

BUY

The Loyalty Loop

Applications: ITunes, AppstoreAccessoriesCRM – Apple care - Genius BarUniqueness & Brand attribute

Branding in the Digital Age: Apple

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Consumers: What they do

Consider

Evaluate

Enjoy-Bond- Advocate

Buy

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Consumers: What they seeInconsistent Brand Image

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Consumers: What they say

Brand ( Only if)

Social Experiences Promotions

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Consumer Experience Plan

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New Roles of Marketing

Customer Experienc

e Plan

MarketingCommunication

s

Orchestrator

Market place Intelligence

Leader

Orchestrator

Publisher &

Content Supply Chain

Management

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Hope this is helpful!!

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