Branding in the Digital Age<br />Hitesh Malhotra<br />
Agenda<br />Summary of the Case<br />Traditional Marketing: Where it fails today? <br />Digital Marketing : What works tod...
Quick Summary of the Case<br />Consumers before the Digital Age<br />Consumers Today<br />3<br />
4<br />Consumer Decision Journey<br />Traditional<br />New<br />
Where Branding Fails: GM<br />
Current Situation<br />
Marketing Spends – GM and Toyota<br />
Media Mix - GM<br />
Just an interface to choose cards<br />
Nature Theme-Green. The campaign involved people to work towards environment and be a part of  ‘ The Change’. <br />
Branding in the Digital Age: Apple<br />Friends<br />Store display<br />Advertising<br />Consider<br />Evaluate<br />The L...
14<br />
Branding in the Digital Age: Apple<br />Apple website:<br /><ul><li> Technical specification</li></ul>Review websites<br /...
Branding in the Digital Age: Apple<br />Consider<br />Evaluate<br />The Loyalty Loop<br />Bond<br />Advocate<br />Enjoy<br...
Branding in the Digital Age: Apple<br />Consider<br />Evaluate<br />The Loyalty Loop<br />Bond<br />Advocate<br />Enjoy<br...
18<br />Consumers: What they do<br />Consider<br />Enjoy-Bond- Advocate<br />Buy<br />Evaluate<br />
19<br />Consumers: What they see<br />Inconsistent Brand Image<br />SERIOUS DAMAGE!!!<br />
20<br />Consumers: What they say<br />Social Experiences <br />Promotions<br />Brand ( Only if)<br />
21<br />Consumer Experience Plan<br />
22<br />New Roles of Marketing<br />Marketing<br />Communications<br />Publisher <br />& <br />Content Supply Chain Manage...
Hope this is helpful!!<br />23<br />T h a n k y o u<br />
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Branding In The Digital Age Finaldraft

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Branding Assignment for School.

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  • 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&apos;t specifically say that the car is green,
  • Branding In The Digital Age Finaldraft

    1. 1. Branding in the Digital Age<br />Hitesh Malhotra<br />
    2. 2. Agenda<br />Summary of the Case<br />Traditional Marketing: Where it fails today? <br />Digital Marketing : What works today?<br />Consumer Experience Plan<br />New Roles of Marketing<br />2<br />
    3. 3. Quick Summary of the Case<br />Consumers before the Digital Age<br />Consumers Today<br />3<br />
    4. 4. 4<br />Consumer Decision Journey<br />Traditional<br />New<br />
    5. 5. Where Branding Fails: GM<br />
    6. 6. Current Situation<br />
    7. 7. Marketing Spends – GM and Toyota<br />
    8. 8. Media Mix - GM<br />
    9. 9. Just an interface to choose cards<br />
    10. 10.
    11. 11.
    12. 12. Nature Theme-Green. The campaign involved people to work towards environment and be a part of ‘ The Change’. <br />
    13. 13. Branding in the Digital Age: Apple<br />Friends<br />Store display<br />Advertising<br />Consider<br />Evaluate<br />The Loyalty Loop<br />Bond<br />Advocate<br />Enjoy<br />BUY<br />13<br />
    14. 14. 14<br />
    15. 15. Branding in the Digital Age: Apple<br />Apple website:<br /><ul><li> Technical specification</li></ul>Review websites<br />Apple store: Try + speaker sessions<br />Consider<br />Evaluate<br />The Loyalty Loop<br />Bond<br />Advocate<br />Enjoy<br />BUY<br />15<br />
    16. 16. Branding in the Digital Age: Apple<br />Consider<br />Evaluate<br />The Loyalty Loop<br />Bond<br />Advocate<br />Enjoy<br />BUY<br />Shopping experience: Apple store & online store<br />Customer support<br />Aesthetics<br />16<br />
    17. 17. Branding in the Digital Age: Apple<br />Consider<br />Evaluate<br />The Loyalty Loop<br />Bond<br />Advocate<br />Enjoy<br />BUY<br />Applications: ITunes, Appstore<br />Accessories<br />CRM – Apple care - Genius Bar<br />Uniqueness & Brand attribute<br />17<br />
    18. 18. 18<br />Consumers: What they do<br />Consider<br />Enjoy-Bond- Advocate<br />Buy<br />Evaluate<br />
    19. 19. 19<br />Consumers: What they see<br />Inconsistent Brand Image<br />SERIOUS DAMAGE!!!<br />
    20. 20. 20<br />Consumers: What they say<br />Social Experiences <br />Promotions<br />Brand ( Only if)<br />
    21. 21. 21<br />Consumer Experience Plan<br />
    22. 22. 22<br />New Roles of Marketing<br />Marketing<br />Communications<br />Publisher <br />& <br />Content Supply Chain Management<br />Orchestrator<br />Orchestrator<br />Market place Intelligence Leader<br />
    23. 23. Hope this is helpful!!<br />23<br />T h a n k y o u<br />
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