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1、ConfidentialThe Vodafone BrandMake the most of nowWFA/ISA Global Conference Grace Molenaar Head of Brand Development The Vodafone Brand Creating a culture of brand engagement London, 17/18 October 20071:ConfidentialThe Vodafone BrandWe are committed to building the worlds most valuable communication
2、s brandVision, 2019To be the World Leader in Mobile Communications.London, 17/18 October 20072:ConfidentialThe Vodafone BrandOur global brand building journey started only 7 years ago, and has had a number of distinct phases Brand Migration“Hello”“How Are You?” LaunchVodafone live! launchMake the Mo
3、st of Now LaunchOpCo How are You? and Vodafone live! executionsOpCo How are You? ExecutionsPre 201920192019201920192019MTMON Tone of Voice20192019London, 17/18 October 20073:ConfidentialThe Vodafone BrandWe have also built the brand by unifying what was a proliferation of sub brands under a single b
4、rand hierarchyProducts & 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 BrandThe proliferation of sub-brands was hindering our ability to build Vodafone as t
5、he leading brand in our categoryLondon, 17/18 October 20074:ConfidentialThe Vodafone BrandAs a result we have achieved tremendous growth in our brand awareness and preferenceEvolution of Preference for Vodafone BrandEvolution of Spontaneous Awareness for Vodafone BrandLondon, 17/18 October 20075:Con
6、fidentialThe Vodafone BrandOur brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heartMARKETING FRAMEWORKBRANDED CUSTOMEREXPERIENCEBRANDCOMMUNICATIONSBRANDVALUES & ENGAGEMENTLondon, 17/18 October 20076:ConfidentialThe Vodafone BrandThe Marketin
7、g Framework is the cornerstone of our Brand StrategyWhy are we here?Helping our customers make the most of their timeWhere arewe going?We will be the communications leader in an increasingly connected worldWhat do we do?Creating & delivering unbeatable experiences throughHow do we do it?Being Red, R
8、ock Solid, RestlessBYBYBYLondon, 17/18 October 20077:ConfidentialThe Vodafone BrandWe have put the brand at the centre of the Customer ExperienceArun 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
9、 experience” Sir John Bond, Chairman, VodafoneLondon, 17/18 October 20078:ConfidentialThe Vodafone BrandWe want our customers to feel appreciated, confident and inspiredHelping our customers make the most of their timeRedRock SolidRestlessPassionateTrustworthyCreativeEmotionalDirectInspiringApprecia
10、tedConfidentInspired.so our customers spend more time with usWe areby beingthereforeour voice isso ourcustomers feelLondon, 17/18 October 20079:ConfidentialThe Vodafone Brand.and we have made a commitment to customersthrough our new Customer PromiseOur Promise to youWe value your time more than anyo
11、ne else. Thats why,wherever you see Vodafone, you can expect:A network you can rely on when you need itExpert, friendly help and advice you only have to ask onceWhen youre abroad, the services you need will be as easy to use as at home, and youll know what you are payingNew and inspiring solutions t
12、o help you make the most of your timeLondon, 17/18 October 200710:ConfidentialThe Vodafone BrandIn the last 18 months we have further refined the brand and customer experienceLondon, 17/18 October 200711:ConfidentialThe Vodafone BrandBrand Identity A unique, contemporary and iconic identity which gi
13、ves Vodafone the stature of a world-class brand London, 17/18 October 200712:ConfidentialThe Vodafone BrandCommunications all locally executed to our Brand Idea, a new Tone of Voice and refreshed Brand GuidelinesLondon, 17/18 October 200713:ConfidentialThe Vodafone BrandRetail a new design bringing
14、the brand idea to the customer experienceLondon, 17/18 October 200714:ConfidentialThe Vodafone BrandSponsorship driving brand awareness with activation of two new propertiesLondon, 17/18 October 200715:ConfidentialThe Vodafone BrandEngaging the employee driving the brand idea internallyLondon, 17/18
15、 October 200716:ConfidentialThe Vodafone BrandRelevantReliableEasy to useInnovativeMobile Interaction Management- Bringing the brand idea to handset experience Differentiationstrategy:To make the most of customers time!Positioningstrategy:Cost Saving in EuropeRevenue Growth in Emerging MarketsGlobal
16、strategy:Fitting into our StrategyAn innovative Handset 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 transactionsIt will radically improve the quality of
17、 users Interactions with their products and services, making things simpler and more easily accessibleLondon, 17/18 October 200717:ConfidentialThe Vodafone BrandSo where are we on our brand journey?Our key challenge is to build an emotional brand with a clear role in peoples lives to turn customers
18、into fans (and advocates)Drive awarenessandrelevanceDrive preferenceanddifferentiationBuild regardandmomentumWe are here201920192019London, 17/18 October 200718:ConfidentialThe Vodafone BrandDifferentiation Drives ProfitChanges in Operating Profit 1993 to 2019 Mono brands on NYSEHighLowLowHighDIFFER
19、EN-TIATIONRELEVANCEMission & GrowthDeathDecliningDominanceCOMMERCIAL BRAND POSITIONSource: Y&R/SternSteward 2000+18%+289%+128%+2%-x%London, 17/18 October 200719:ConfidentialThe Vodafone BrandWe are currently ranked 11th most valuable brand in the worldProgress, 2019Most Valuable 250 Global Brands 20
20、19London, 17/18 October 200720:ConfidentialThe Vodafone BrandEmployee Engagement Video London, 17/18 October 200721:ConfidentialThe Vodafone BrandVodafone Brand StoryLondon, 17/18 October 200722:ConfidentialThe Vodafone BrandWhere have we come from?We have made significant progress in delivering a w
21、orld class brand of both global stature and local relevance.on our journey from a brand that is known, to one that is lovedWe know who we want to attract to be part of our communityWe have a distinctive identityWe are getting a global understanding of the cultural nuances of Time and how we can uniq
22、uely tap into customers desire to master it to live life more fullyWe have a clear understanding of our past, and vision of our future that has helped us define our unique personalityWe are all individually and collectively moving towards delivering this uniquely and consistently every dayLondon, 17
23、/18 October 200723:ConfidentialThe Vodafone BrandWhere are we going?This continuing brand story will become a touchstone for all of usIt will help us understand to the next level of depthWho we areWhere we playWhat we doOur Rallying crySo that we can continue to deepen our understanding of our Vodaf
24、one brandAnd continue to deliver it as one company.London, 17/18 October 200724:ConfidentialThe Vodafone BrandWhere we playMarket DefinitionPositioning TargetCustomer InsightWhat we doDifferentiationFunctional BenefitsEmotional BenefitsWho we arePersonalityValuesPhysiqueOur rallying cryAmbitionPurpo
25、sePromiseLondon, 17/18 October 200725:ConfidentialThe Vodafone BrandWhat we doDifferentiation: A Great Customer ExperienceFunctional Benefits: Useful, Seamless, StimulatingEmotional Benefit: Inspired (to use my time)Where we playMarket Definition: Integrated Communications ProviderPositioning Target
26、: ProgressivesCustomer Insight: I live for this life and time is preciousWho we arePersonality: The PioneerValues: Red, Rock solid & RestlessPhysique: Red within a technicolor worldOur rallying cryAmbition: Communications leaderPurpose: To help people make the most of their time in lifeCustomer expr
27、ession: Make the most of nowLondon, 17/18 October 200726:ConfidentialThe Vodafone BrandCreating a culture of brand engagementSummary Brand as a central organising principle that drives performance, culture, experience and actionTreat engagement as a journey, and a source of competitive differentiation Involve Leaders!Make the vision actionableInclude everyone who represents your brandLink to recognition and rewardMeasure your progressLondon, 17/18 October 200727:ConfidentialThe Vodafone BrandThank-you!London, 17/18 October 200728:
