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.