Vodafone's New Brand Positioning Strategy


Vodafone has announced a version of its brand positioning strategy, strapline and visual identity worldwide. This will mark the first changes to one of the world’s best-known brands since the introduction of the “Power to You” strapline in 2009.

The strategy will be implemented across all thirty-six countries in where the Vodafone brand is present. It is designed to underline the company’s belief that new technologies and digital services will play a positive role in transforming society.

This has the possibility to enhance individual quality of life over the years ahead for the telecommunication company. 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, and the word Ready will be presented in English. For example: “Il futuro è straordinario. Ready?” in Italian and “El futuro es apasionante. Ready?” in Spanish.

“We believe there are very good reasons to be optimistic about the future as emerging innovations in science and technology begin to have a profoundly positive impact on society. Vodafone has a long and proud history of bringing new technologies to hundreds of millions of people worldwide, 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, group chief commercial operations and strategy officer, Vodafone.

Is Vodafone updating their company’s logo? The new visual identity will place much greater emphasis on Vodafone’s iconic “speech mark” in the biggest change to one of the most recognizable symbols of Vodafone since the ‘speech mark’ logo was created in 1998. The new part of the logo 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 different 3D approach.

The brand positioning, strategy, and related advertising campaigns were developed after a period of extensive research and concept testing. These testing tools included quantitative and qualitative inputs from nearly 30,000 people in seventeen countries. Vodafone commissioned opinion research among almost 13,000 people in fourteen countries to assess the extent to which the public are optimistic, or pessimistic, about their future prospects.

Vodafone is bringing the latest branding positioning strategy to their customers and by doing so their enhancing thousands of lives.

Edited by Ken Briodagh
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