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Vodafone Announces Evolution Of Brand Positioning Strategy

Vodafone (VOD.L,VOD) announced a significant evolution of its brand positioning strategy, strapline and visual identity worldwide - the first changes to brands since the introduction of the 'Power to you' strapline in 2009.

The strategy - to be implemented across all 36 countries in which the Vodafone brand is present - is designed to underline Vodafone's belief that new technologies and digital services will play a positive role in transforming society and enhancing individual quality of life over the years ahead.

The company noted that its 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 with the second part - "Ready?" - presented in English.

The new visual identity will place much greater emphasis on Vodafone's iconic 'speech mark' in the biggest change to one of the most recognisable symbols of Vodafone since the 'speech mark' logo was created in 1998. The 'speech mark' 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 skeuomorphic 3D approach.

On 6 October 2017, Vodafone will commence the largest advertising campaign in its 33-year history.

Vodafone also commissioned the Futerra consultancy to identify 10 of the top emerging trends that could transform home and working life.

by RTT Staff Writer

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