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1、Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,1,Make the most of now,WFA/ISA Global Conference,Grace Molenaar Head of Brand Development,The Vodafone Brand Creating a culture of brand engagement,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,2,We are committed to building
2、 the worlds most valuable communications brand,Vision, 2001,To be the World Leader in Mobile Communications.,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,3,Our global brand building journey started only 7 years ago, and has had a number of distinct phases,Brand Migration “Hello”,“How
3、 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 2001,2001,2002,2003,2004,2005,MTMON Tone of Voice,2006,2007,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,4,We have also built the brand
4、 by unifying what was a proliferation of sub brands under a single brand hierarchy,Products & Services,In a single brand hierarchy, there is only one brand; everything else is information to help customers navigate (this drove the implementation of our current naming strategy),Master Brand,The proli
5、feration of sub-brands was hindering our ability to build Vodafone as the leading brand in our category,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,5,As a result we have achieved tremendous growth in our brand awareness and preference,Evolution of Preference for Vodafone Brand,Evolu
6、tion of Spontaneous Awareness for Vodafone Brand,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,6,Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart,MARKETING FRAMEWORK,BRANDED CUSTOMER EXPERIENCE,BRAND COMMUNICATIONS,BRA
7、ND VALUES & ENGAGEMENT,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,7,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 going?,We will be the communications leader in an increasingly connec
8、ted world,What do we do?,Creating & delivering unbeatable experiences through,How do we do it?,Being Red, Rock Solid, Restless,BY,BY,BY,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,8,We have put the brand at the centre of the Customer Experience,Arun Sarin, CEO Vodafone,“A brand is w
9、hat 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,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,9,We want our customers to feel appreciated, confident and inspired,Mumba
10、i, March 5, 2008,WFA/ISA - Global Advertiser Conference,10,and we have made a commitment to customers through our new Customer Promise,Our Promise to you We value your time more than anyone else. Thats why, wherever you see Vodafone, you can expect: A network you can rely on when you need it Expert,
11、 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 to help you make the most of your time,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,11,In the
12、 last 18 months we have further refined the brand and customer experience,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,12,Brand Identity A unique, contemporary and iconic identity which gives Vodafone the stature of a world-class brand,Mumbai, March 5, 2008,WFA/ISA - Global Advertise
13、r Conference,13,Communications all locally executed to our Brand Idea, a new Tone of Voice and refreshed Brand Guidelines,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,14,Retail a new design bringing the brand idea to the customer experience,Mumbai, March 5, 2008,WFA/ISA - Global Adve
14、rtiser Conference,15,Sponsorship driving brand awareness with activation of two new properties,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,16,Engaging the employee driving the brand idea internally,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,17,Relevant Reliable Eas
15、y to use Innovative,Mobile Interaction Management- Bringing the brand idea to handset experience,Differentiation strategy:,To make the most of customers time!,Positioning strategy:,Cost Saving in Europe Revenue Growth in Emerging Markets,Global strategy:,Fitting into our Strategy,An innovative Hands
16、et based Self Care application, that will allow our customers to access real time self care services directly from their phones.,A capability that enables tailored on device self service and CRM transactions,It will radically improve the quality of users Interactions with their products and services, making things simpler and more easily accessible,Mumbai, March 5, 2008,WFA/ISA - Global Advertiser Conference,18,So where ar
