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WFA/ISA – Global Conference. The Vodafone Brand – Creating a culture of brand engagement. Grace Molenaar Head of Brand Development. Make the most of now. We are committed to building the world’s most valuable communications brand. ‘To be the World Leader in Mobile Communications………….’.

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slide1

WFA/ISA – Global Conference

The Vodafone Brand – Creating a culture of brand engagement

Grace Molenaar

Head of Brand Development

Make the most of now

WFA/ISA - Global Advertiser Conference

we are committed to building the world s most valuable communications brand
We are committed to building the world’s most valuable communications brand

‘To be the World Leader in Mobile Communications………….’

Vision, 2001

WFA/ISA - Global Advertiser Conference

our global brand building journey started only 7 years ago and has had a number of distinct phases
Our global brand building journey started only 7 years ago, and has had a number of distinct phases

OpCo ‘How are You?’ and Vodafone live! executions

OpCo ‘How are You?’ Executions

Pre 2001

2001

2002

2003

2004

2005

2006

2007

‘Make the Most of Now’ Launch

Brand Migration

“Hello”

“How Are You?” Launch

Vodafone live! launch

MTMON Tone of Voice

WFA/ISA - Global Advertiser Conference

slide4
We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy

Master Brand

Products & Services

The proliferation of sub-brands was hindering our ability to build Vodafone as the leading brand in our category

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)

WFA/ISA - Global Advertiser Conference

as a result we have achieved tremendous growth in our brand awareness and preference
As a result we have achieved tremendous growth in our brand awareness and preference

Evolution of Spontaneous Awareness for Vodafone Brand

Evolution of Preference for Vodafone Brand

WFA/ISA - Global Advertiser Conference

slide6
Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart

BRANDED CUSTOMER

EXPERIENCE

MARKETING FRAMEWORK

BRAND

COMMUNICATIONS

BRAND

VALUES & ENGAGEMENT

WFA/ISA - Global Advertiser Conference

the marketing framework is the cornerstone of our brand strategy
The Marketing Framework is the cornerstone of our Brand Strategy

Where are

we going?

We will be the communications leader in an increasingly connected world

BY

Why are we here?

Helping our customers make the most of their time

BY

What do we do?

Creating & delivering unbeatable experiences through……

BY

How do we do it?

Being Red, Rock Solid, Restless

WFA/ISA - Global Advertiser Conference

we have put the brand at the centre of the customer experience
We have put the brand at the centre of the Customer Experience

“A brand is what a brand does.”

Arun Sarin, CEO Vodafone

“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

WFA/ISA - Global Advertiser Conference

we want our customers to feel appreciated confident and inspired

Helping our customers make the most of their time

Red Rock Solid Restless

We are

by being

thereforeour voice is

so ourcustomers feel

Passionate

Trustworthy

Creative

Emotional

Direct

Inspiring

Appreciated

Confident

Inspired

...so our customers spend more time with us

We want our customers to feel appreciated, confident and inspired

WFA/ISA - Global Advertiser Conference

and we have made a commitment to customers through our new customer promise
…..and we have made a commitment to customersthrough 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

WFA/ISA - Global Advertiser Conference

slide11

In the last 18 months we have further refined the brand and customer experience……

WFA/ISA - Global Advertiser Conference

slide12
Brand Identity – A unique, contemporary and iconic identity which gives Vodafone the stature of a world-class brand

WFA/ISA - Global Advertiser Conference

slide13
Communications – all locally executed to our Brand Idea, a new Tone of Voice and refreshed Brand Guidelines

WFA/ISA - Global Advertiser Conference

retail a new design bringing the brand idea to the customer experience
Retail – a new design bringing the brand idea to the customer experience

WFA/ISA - Global Advertiser Conference

sponsorship driving brand awareness with activation of two new properties
Sponsorship – driving brand awareness with activation of two new properties

WFA/ISA - Global Advertiser Conference

mobile interaction management bringing the brand idea to handset experience
Mobile Interaction Management- Bringing the brand idea to handset experience

An innovative Handset based Self Care application, that will allow our customers to access real time self care services directly from their phones.

  • Relevant
  • Reliable
  • Easy to use
  • Innovative

Fitting into our

Strategy

A capability that enables tailored on device self service and CRM transactions

Differentiation

strategy:

Global

strategy:

  • Cost Saving in Europe
  • Revenue Growth in Emerging Markets

It will radically improve the quality of user’s Interactions with their products and services, making things simpler and more easily accessible

Positioning

strategy:

To make the most of customer’s time!

WFA/ISA - Global Advertiser Conference

so where are we on our brand journey

2001

2005

Our key challenge is to build an emotional brand with a clear role in people’s lives to turn customers into fans (and advocates)

So where are we on our brand journey?

We are here

2010

Drive awareness

and

relevance

Drive preference

and

differentiation

Build regard

and

momentum

WFA/ISA - Global Advertiser Conference

differentiation drives profit changes in operating profit 1993 to 1995 mono brands on nyse

+289%

+128%

+18%

+2%

-x%

Source: Y&R/SternSteward 2000

Differentiation Drives ProfitChanges in Operating Profit 1993 to 1995 Mono brands on NYSE

COMMERCIAL BRAND POSITION

High

Mission & Growth

Dominance

DIFFEREN-

TIATION

Death

Declining

Low

Low

RELEVANCE

High

WFA/ISA - Global Advertiser Conference

we are currently ranked 11 th most valuable brand in the world
We are currently ranked 11th most valuable brand in the world

Progress, 2007

Most Valuable 250 Global Brands 2006

WFA/ISA - Global Advertiser Conference

slide21

Employee Engagement Video

WFA/ISA - Global Advertiser Conference

slide22

Vodafone Brand Story

WFA/ISA - Global Advertiser Conference

where have we come from
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

WFA/ISA - Global Advertiser Conference

where are we going
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.

WFA/ISA - Global Advertiser Conference

slide25

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

WFA/ISA - Global Advertiser Conference

slide26

Where we play

Market Definition: Integrated Communications Provider

Positioning Target: Progressives

Customer Insight: I live for this life and time is precious

What we do

Differentiation: A Great Customer Experience

Functional Benefits: Useful, Seamless, Stimulating

Emotional Benefit: Inspired (to use my time)

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

WFA/ISA - Global Advertiser Conference

creating a culture of brand engagement summary
Creating a culture of brand engagementSummary
  • 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

WFA/ISA - Global Advertiser Conference

slide28

Thank-you!!!

WFA/ISA - Global Advertiser Conference