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1、Confidential The Vodafone Brand Make the most of now WFA/ISA Global Conference Grace Molenaar Head of Brand Development The Vodafone Brand Creating a culture of brand engagement London, 17/18 October 2007 15th Partner Markets Conference Confidential The Vodafone Brand We are committed to building th
2、e worlds most valuable communications brand Vision, 2001 To be the World Leader in Mobile Communications. London, 17/18 October 2007 25th Partner Markets Conference Confidential The Vodafone Brand Our global brand building journey started only 7 years ago, and has had a number of distinct phases Bra
3、nd Migration “Hello” “How Are You?” Launch Vodafone live! launch Make the Most of Now Launch OpCo How are You? and Vodafone live! executions OpCo How are You? Executions Pre 200120012002200320042005 MTMON Tone of Voice 20062007 London, 17/18 October 2007 35th Partner Markets Conference Confidential
4、The Vodafone Brand We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy Products everything else is information to help customers navigate (this drove the implementation of our current naming strategy) Master Brand The proliferation of sub-br
5、ands was hindering our ability to build Vodafone as the leading brand in our category London, 17/18 October 2007 45th Partner Markets Conference Confidential The Vodafone Brand As a result we have achieved tremendous growth in our brand awareness and preference Evolution of Preference for Vodafone B
6、rand Evolution of Spontaneous Awareness for Vodafone Brand London, 17/18 October 2007 55th Partner Markets Conference Confidential The Vodafone Brand Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart MARKETING FRAMEWORK BRANDED CUSTOM
7、ER EXPERIENCE BRAND COMMUNICATIONS BRAND VALUES & ENGAGEMENT London, 17/18 October 2007 65th Partner Markets Conference Confidential The Vodafone Brand The Marketing Framework is the cornerstone of our Brand Strategy Why are we here? Helping our customers make the most of their time Where are we goi
8、ng? We will be the communications leader in an increasingly connected world What do we do? Creating & delivering unbeatable experiences through How do we do it?Being Red, Rock Solid, Restless BY BY BY London, 17/18 October 2007 75th Partner Markets Conference Confidential The Vodafone Brand We have
9、put the brand at the centre of the Customer Experience Arun Sarin, CEO Vodafone “A brand is what a brand does.” “The most valuable brands in the world are those where the customer knows theyre going to get a good experience” Sir John Bond, Chairman, Vodafone London, 17/18 October 2007 85th Partner M
10、arkets Conference Confidential The Vodafone Brand We want our customers to feel appreciated, confident and inspired Helping our customers make the most of their time RedRock SolidRestless PassionateTrustworthyCreative EmotionalDirectInspiring AppreciatedConfidentInspired .so our customers spend more
11、 time with us We are by being therefore our voice is so our customers feel London, 17/18 October 2007 95th Partner Markets Conference Confidential The Vodafone Brand .and we have made a commitment to customers through our new Customer Promise Our Promise to you We value your time more than anyone el
12、se. Thats why, wherever you see Vodafone, you can expect: A network you can rely on when you need it Expert, friendly help and advice you only have to ask once When youre abroad, the services you need will be as easy to use as at home, and youll know what you are paying New and inspiring solutions t
13、o help you make the most of your time London, 17/18 October 2007 105th Partner Markets Conference Confidential The Vodafone Brand In the last 18 months we have further refined the brand and customer experience London, 17/18 October 2007 115th Partner Markets Conference Confidential The Vodafone Bran
14、d Brand Identity A unique, contemporary and iconic identity which gives Vodafone the stature of a world-class brand London, 17/18 October 2007 125th Partner Markets Conference Confidential The Vodafone Brand Communications all locally executed to our Brand Idea, a new Tone of Voice and refreshed Bra
15、nd Guidelines London, 17/18 October 2007 135th Partner Markets Conference Confidential The Vodafone Brand Retail a new design bringing the brand idea to the customer experience London, 17/18 October 2007 145th Partner Markets Conference Confidential The Vodafone Brand Sponsorship driving brand aware
16、ness with activation of two new properties London, 17/18 October 2007 155th Partner Markets Conference Confidential The Vodafone Brand Engaging the employee driving the brand idea internally London, 17/18 October 2007 165th Partner Markets Conference Confidential The Vodafone Brand Relevant Reliable Easy to use Innovative Mobile Interaction Management- Bringing the brand idea to handset experience Diff
