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
Mumbai, March 5, 2008
1 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
We are committed to building the world’s most valuable
communications brand
Vision, 2001
‘To be the World Leader in Mobile Communications………….’
Mumbai, March 5, 2008
2 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Our global brand building journey started only 7
years ago, and has had a number of distinct phases
Brand
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 2001 2001 2002 2003 2004 2005
MTMON
Tone of
Voice
2006 2007
Mumbai, March 5, 2008
3 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
We have also built the brand 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 proliferation of sub-brands was
hindering our ability to build Vodafone as
the leading brand in our category
Mumbai, March 5, 2008
4 WFA/ISA - Global Advertiser Conference
?
Confidential
The Vodafone Brand
As a result we have achieved tremendous growth in
our brand awareness and preference
Evolution of Preference for Vodafone BrandEvolution of Spontaneous Awareness for
Vodafone Brand
Mumbai, March 5, 2008
5 WFA/ISA - Global Advertiser 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 CUSTOMER
EXPERIENCE
BRAND
COMMUNICATIONS BRAND
VALUES &
ENGAGEMENT
Mumbai, March 5, 2008
6 WFA/ISA - Global Advertiser 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 going?
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
Mumbai, March 5, 2008
7 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
We have 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 they’re going
to get a good experience”
Sir John Bond, Chairman, Vodafone
Mumbai, March 5, 2008
8 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
We want our customers to feel appreciated, confident
and inspired
Helping our customers make the most of their time
Red Rock Solid Restless
Passionate Trustworthy Creative
Emotional Direct Inspiring
Appreciated Confident Inspired
...so our customers spend more time with us
We are
by being
therefore
our voice is
so our
customers feel
Mumbai, March 5, 2008
9 WFA/ISA - Global Advertiser 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 else. That’s 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 you’re abroad, the services you need will be as easy to
use as at home, and you’ll know what you are paying
• New and inspiring solutions to help you make the most of
your time
Mumbai, March 5, 2008
10 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
In the last 18 months we
have further refined the
brand and customer
experience……
Mumbai, March 5, 2008
11 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Brand Identity – A unique, contemporary and iconic identity which gives
Vodafone the stature of a world-class brand
Mumbai, March 5, 2008
12 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Communications – all locally executed to our Brand Idea, a new Tone of
Voice and refreshed Brand Guidelines
Mumbai, March 5, 2008
13 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Retail – a new design bringing the brand idea to the customer experience
Mumbai, March 5, 2008
14 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Sponsorship – driving brand awareness with activation of two new properties
Mumbai, March 5, 2008
15 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Engaging the employee – driving the brand idea internally
Mumbai, March 5, 2008
16 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
• Relevant
• Reliable
• Easy to use
• Innovative
Mobile Interaction Management- Bringing the brand idea to handset experience
Differentiation
strategy:
To make the
most of
customer’s
time!
Positioning
strategy:
• Cost Saving in
Europe
• Revenue
Growth in
Emerging
Markets
Global
strategy:
Fitting into our
Strategy
An 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 transactions
It will radically improve the
quality of user’s Interactions
with their products and services,
making things simpler and more
easily accessible
Mumbai, March 5, 2008
17 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
So where are we on our brand journey?
Our key challenge is to build an emotional brand with a clear role in
people’s lives to turn customers into fans (and advocates)
Drive awareness
and
relevance
Drive preference
and
differentiation
Build regard
and
momentum
We are here
2001 2005 2010
Mumbai, March 5, 2008
18 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Differentiation Drives Profit
Changes in Operating Profit 1993 to 1995 Mono brands on NYSE
High
Low
Low
High
DIFFEREN-
TIATION
RELEVANCE
Mission & Growth
Death Declining
Dominance
COMMERCIAL BRAND POSITION
Source: Y&R/SternSteward 2000
+18%
+289%+128%
+2%-x%
Mumbai, March 5, 2008
19 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
We are currently ranked 11th most valuable brand in the world
Progress, 2007Most Valuable 250 Global Brands 2006
Mumbai, March 5, 2008
20 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Employee Engagement Video
Mumbai, March 5, 2008
21 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Vodafone Brand Story
Mumbai, March 5, 2008
22 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Where have we come from?
• We have made significant progress in delivering a world class brand of
both global stature and local relevance….on our journey from a brand that
is known, to one that is loved
• We know who we want to attract to be part of our community
• We have a distinctive identity
• We are getting a global understanding of the cultural nuances of Time and
how we can uniquely tap into customers desire to master it to live life more
fully
• We have a clear understanding of our past, and vision of our future that
has helped us define our unique personality
• We are all individually and collectively moving towards delivering this
uniquely and consistently every day
Mumbai, March 5, 2008
23 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Where are we going?
• This continuing brand story will become a touchstone for all of us
• It will help us understand to the next level of depth
– Who we are
– Where we play
– What we do
– Our Rallying cry
• So that we can continue to deepen our understanding of our Vodafone
brand…
• And continue to deliver it as one company.
Mumbai, March 5, 2008
24 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Where we play
Market Definition
Positioning Target
Customer Insight
What we do
Differentiation
Functional Benefits
Emotional Benefits
Who we are
Personality
Values
Physique
Our rallying cry
Ambition
Purpose
Promise
Mumbai, March 5, 2008
25 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
What we do
Differentiation: A Great Customer
Experience
Functional Benefits: Useful, Seamless,
Stimulating
Emotional Benefit: Inspired (to use my time)
Where we play
Market Definition: Integrated
Communications Provider
Positioning Target: Progressives
Customer Insight: I live for this life and time
is precious
Who we are
Personality: The Pioneer
Values: Red, Rock solid & Restless
Physique: Red within a technicolor world
Our rallying cry
Ambition: Communications leader
Purpose: To help people make the most of
their time in life
Customer expression: Make the most of now
Mumbai, March 5, 2008
26 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Creating a culture of brand engagement
Summary
• Brand as a central organising principle that drives performance, culture,
experience and action
• Treat engagement as a journey, and a source of competitive differentiation
• Involve Leaders!
• Make the vision actionable
• Include everyone who represents your brand
• Link to recognition and reward
• Measure your progress
Mumbai, March 5, 2008
27 WFA/ISA - Global Advertiser Conference
Confidential
The Vodafone Brand
Thank-you!!!
Mumbai, March 5, 2008
28 WFA/ISA - Global Advertiser Conference
