Vodafone revamps brand in 34 countries


The operator claims it will commence its largest advertising campaign in its 33-year history

Vodafone Group has announced it will revamp global brand across 36 countries, with a new logo and company strapline from tomorrow (Oct 6).

According to the global operator, the decision to rebrand was made after completion of research carried out on 30,000 people across 17 countries, throughout August.

Vodafone claims it will commence its largest advertising campaign in its 33-year history, to bring awareness to the rebrand.

The lead television commercial (below) is a 60-second film  focused on how human interaction remains constant while technologies evolve over time, produced by Ridley Scott Associates.

The company said in statement the revamp has a “focus on the theme of optimism about the future”, which is illustrated in its new strapline “the future is exciting, ready?”

It replaces outgoing slogan “power to you” introduced in 2009.

There will be a greater emphasis on Vodafone’s ‘speech mark’ logo which was created in 1998.

Vodafone Group chief commercial operations and strategy officer, Serpil Timuray (pictured) said: “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.”

Canalys analyst Ben Stanton believes skewering towards new technologies is a good move to excite customers, but won’t replace Vodafone’s core business any time soon.

“Vodafone’s problem is that smartphone contracts aren’t trendy anymore. Data has become so ubiquitous that it is a necessity for most people. It is now old news – it doesn’t get people excited.

So it’s good to see Vodafone shifting the conversation forward to new technologies like IoT. It makes for a far more impactful marketing message. But do I expect these “future” technologies to replace Vodafone’s less trendy core business? Not anytime soon”, he said.