#TheFutureIsExciting: Vodafone’s Global Brand Repositioning. Are you ready for it?
Across all its 36 countries of operation, Vodafone has kick started a campaign towards repositioning the brand for better opportunities in the future.
After 8 years of empowering its consumers with the tagline “Power to You”, the telecommunication company is retiring the tagline to introduce the new tagline that’s more positioned for the technologies and vast digital advantages the future bears.
The new tagline “The future is exciting. Ready?” is reported to appear in local languages, with the extension ‘Ready’ presented in English. That doesn’t mean Vodafone Ghana will present the tagline in Twi or Ga. It’ll maintain the all English form. The localization is mainly for Spanish and Italian regions in which Vodafone operates.
Vodafone Group is one of the world’s largest telecommunications companies with mobile operations in 26 countries, partners with mobile networks in 49 more, and fixed broadband operations in 19 markets. The company has 523.5 million mobile customers and 18.5 million fixed broadband customers, and aims to target them all with greater optimism.
According to reports by Brand Channel, the campaign was informed by insights and data gained through research in a bid to gain a better understanding of consumers for its products. Vodafone commissioned a YouGov survey of 13,000 people in 14 countries and found:
· People of all ages believe that technology innovation will have the most positive influence on the future over the next 20 years
· 18-24 year olds are the most
optimistic about the future
• 62% of younger people surveyed believe that living standards will be better in 20 years’ time compared with today
· Respondents of all ages believe that their living standards, and those of children, will improve over the next 20 years.
The report furthermore revealed that; Vodafone commissioned the Futerra consultancy to identify emerging trends that could transform home and working life, a process that identified:
· 3D printed components for housing construction, with 4D printed components that evolve over time as families’ accommodation requirements change;
· A five-fold increase in global power generation capacity as clean energy such as solar panels are extended from rooftops to windows, walls and even some highways;
· Personalised medical interventions such as 3D bio-printing of organs and limbs;
· New public transportation systems connecting cities with trains running at up to 600mph (966kph);
· Large-scale water capture projects, including precipitation harvesting, groundwater replenishment and improved desalination, transforming the lives of 1.2 billion people in water-constrained areas; and
· A tripling of connected sensor usage in farming leading to increased food yields coupled with the development of new protein sources that increasingly displace meat.
Excited much about this repositioning?