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,
Branding in the Digital Age Hitesh Malhotra
Agenda Summary of the Case Traditional Marketing: Where it fails today? Digital Marketing : What works today? Consumer Experience Plan New Roles of Marketing 2
Quick Summary of the Case Consumers before the Digital Age Consumers Today 3
Branding in the Digital Age: Apple Apple website:
Review websites Apple store: Try + speaker sessions Consider Evaluate The Loyalty Loop Bond Advocate Enjoy BUY 15
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
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 Consumers: What they do Consider Enjoy-Bond- Advocate Buy Evaluate
19 Consumers: What they see Inconsistent Brand Image SERIOUS DAMAGE!!!
20 Consumers: What they say Social Experiences Promotions Brand ( Only if)