Vodafone has unveiled what it has described as a “significant evolution” of its brand strategy as it looks to refresh how it is perceived by consumers and businesses.
The UK-based operator has opted to tweak its strapline and visual identity around the idea that new technologies and digital services will help to transform society.
It is the first time in eight years that such changes have been made and come in the wake of Vodafone’s brand value tumbling 22 percent last year.
Vodafone’s “Power to you” strapline is being replaced by "The future is exciting. Ready?", with the first part translated in local languages and “Ready?” remaining in English.
An update to the company’s visual identity sees the existing speech mark graphic given greater emphasis.
The changes are accompanied by the largest advertising campaign in Vodafone’s 33-year history, including a TV commercial produced by a company set up by film director brothers Ridley and the late Tony Scott.
The refresh is being rolled out across all of Vodafone's 36 trading markets.
Vodafone commissioned two pieces of research to help it shape its new strategy.
One polled 13,000 people in 14 countries to find out that technology innovation will have the most positive influence on the future over the next 20 years, while the other spoke to “leading futurologists” to identify the top emerging trends that could transform home and working life.
The latter included 3D printed components for housing construction, clean energy, personalised medical interventions and connected sensor usage in farming.
Vodafone Group Chief Commercial Operations and Strategy Officer Serpil Timuray said: “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.”
As we reported this week, the launch last month of sub-brand VOXI in the UK demonstrated how Vodafone is looking to boost its brand.
However, its brand value slipped 22 percent year-on-year, partly due to Brexit.
Writing a blog about the rebrand, CCS Insight analyst Kester Mann said: “The operator should be applauded for its hugely upbeat message.
“I've long believed that many of the societal benefits from mobile connectivity are unappreciated in the eyes of customers.
“In my opinion, the new strapline comes across as a little tame and it remains to be seen how people will interpret the question mark.
“Still, Vodafone has an unenviable task to position its brand across such a diverse geographical network, so the use of conservative wording to avoid misinterpretation in local markets is probably wise.”