Vodafone announced its latest brand positioning strategy removing Power to you and adding a new strapline The future is exciting. Ready? in 36 telecom markets.
This will be the first change to Vodafone brand since the introduction of the Power to you strapline in 2009.
Vodafone will present The future is exciting in local language. Vodafone will present Ready? in English.
The new visual identity will place greater emphasis on Vodafone’s iconic speech mark in the biggest change to one of the most recognisable symbols of Vodafone since the ‘speech mark’ logo was created in 1998.
The ‘speech mark’ will now appear as the central graphical focus overlaid on all marketing and marketing communications activity. The logo will also appear in a new 2D design in place of a skeuomorphic 3D approach.
The brand strategy is designed to underline Vodafone’s belief that new technologies and digital services will play a positive role in transforming society and enhancing individual quality of life over the years ahead.
Vodafone’s brand positioning strategy focuses on the theme of optimism about the future.
Vodafone developed the brand positioning strategy and related advertising campaigns after a period of extensive research and concept testing, including quantitative and qualitative inputs from nearly 30,000 people in 17 countries.
Vodafone will commence the largest advertising campaign in its 33-year history — on 6 October 2017.
“Vodafone has a long and proud history of bringing new technologies to hundreds of millions of people, enhancing quality of life and transforming the workplace. Our new brand positioning is intended to embody Vodafone’s mission and purpose to help our customers and communities adapt and prosper as these remarkable new trends reshape the world,” said Serpil Timuray, Vodafone Group Chief Commercial Operations and Strategy Officer.
