Vodafone recently announced a significant evolution of its brand positioning strategy, strapline and visual identity worldwide – the first changes since the introduction of the ‘Power to you’ strapline in 2009.
The strategy – to be implemented across all 36 countries in which the Vodafone brand is present – 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, using the new strapline, “The future is exciting. Ready?“. The first part of the strapline will be presented in local languages with the second part – “Ready?” – presented in English. For example: “il futuro è straordinario. Ready?” in Italian; and “El futuro es apasionante. Ready?” in Spanish.
The new visual identity will place much 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 positioning strategy and related advertising campaigns were developed after a period of extensive research and concept testing, including quantitative and qualitative inputs from nearly 30,000 people in 17 countries, said the Operator.