Published in CoolBrands, the Guru Book 2009
“Our brand idea is the engine for everything we do.”
Do you remember what it was like? Waiting outside the corner phone booth, newspaper over your head sheltering from the drizzle, banging on the window gently urging the person in front of you to finish. Of course, you never had enough small change. Unrolling and flattening under heavy books the reams of that horrendous thermo paper from the fax machine. Chasing your tail to make the 5 o’clock deadline for sending disks and documents by post with the latest proposal, only to see the rear lights of the postal van crush your hopes of clinching the deal. A day without the ‘modern’ means of communication would likely debilitate business entirely, not to think of the havoc it would cause in the world of the average teenager. In the last fifteen years, Vodafone and the other telcos have changed the way the world works. With its roaming agreements, you can now use your Vodafone in 192 countries, in 38 countries through partner networks and directly in another 25. There cannot be a better example of globalisation than today’s mobile phone operators and only few markets can be as competitive. So how did it all happen, what makes Vodafone as successful as it is, and what are they doing to safeguard their position in this incredibly tricky market? We spoke to David Wheldon, Global Director of Brand and Julien Cozens, Senior PR Manager Vodafone UK.
Source material: Where we come from
“Considering that we have only been a global company for eight years, growing to 360 million customers is remarkable,” says David. Quite the understatement: Vodafone is now the eleventh most valuable brand in the world. Its growth exploded by sensibly acquiring other companies and incorporating them into the Vodafone family. Aligning all new members in the constellation is one of the main challenges that this brand faces on a daily basis. David: “To maximise this enormous growth,
we have developed a framework and brand idea. This brand idea is the engine for everything we do.”
Vodafone’s status as a global brand comes with certain responsibilities. Sending out a clear view to the outside world is key here, as is stability. Providers are keen to work with a big name and consumers want worldwide coverage and trust. Vodafone is here to give them all of the above.
“Considering that we have only been a global company for eight years, growing to 360 million customers is remarkable,” says David. Quite the understatement: Vodafone is now the eleventh most valuable brand in the world. Its growth exploded by sensibly acquiring other companies and incorporating them into the Vodafone family. Aligning all new members in the constellation is one of the main challenges that this brand faces on a daily basis. David: “To maximise this enormous growth,
we have developed a framework and brand idea. This brand idea is the engine for everything we do.”
Vodafone’s status as a global brand comes with certain responsibilities. Sending out a clear view to the outside world is key here, as is stability. Providers are keen to work with a big name and consumers want worldwide coverage and trust. Vodafone is here to give them all of the above.
Core analysis: What we do
The brand’s mission – building a great international brand which is locally rooted – affects everything it does. The shift from mobile-only to synergising mobile, broadband and the internet through a multitude of interfaces has instantly put Vodafone ahead of the game, at the front line where the real battles are fought. Its meta goal is to become an iconic brand and it’s safe to say that it is well on its way to reaching that status. Even if you still communicate through smoke signals and
homing pigeons, chances are that Vodafone’s global sponsorship programme has made you aware of the brand’s existence. By channelling its raw power to the beat of local markets, Vodafone has become a force to be reckoned with. Its brand idea states: “We are here to help our customers
to get the most out of their time”, which translates into the slogan ‘Make the most of now!’, a tagline almost every conscious consumer over the age of three should know. And although it is the same worldwide, the brand makes sure nothing gets lost in translation where its geographically different markets are concerned. All retail is finely tuned to Vodafone’s brand idea as well. Customers really get the most out of their time here: efficient shoppers find what they need in the front of the shop, while
people with more time on their hands rejoice over a wealth of fun and entertainment in the back.
The brand chooses to compete on value for money, not price. Vodafone is aware of the urgency to get the fundamentals right, and has built a network consumers can rely on whenever they need it, and always know its costs at home and abroad. The brand takes this up a notch by offering the same splendid service the world over, a truly global network.
The brand’s mission – building a great international brand which is locally rooted – affects everything it does. The shift from mobile-only to synergising mobile, broadband and the internet through a multitude of interfaces has instantly put Vodafone ahead of the game, at the front line where the real battles are fought. Its meta goal is to become an iconic brand and it’s safe to say that it is well on its way to reaching that status. Even if you still communicate through smoke signals and
homing pigeons, chances are that Vodafone’s global sponsorship programme has made you aware of the brand’s existence. By channelling its raw power to the beat of local markets, Vodafone has become a force to be reckoned with. Its brand idea states: “We are here to help our customers
to get the most out of their time”, which translates into the slogan ‘Make the most of now!’, a tagline almost every conscious consumer over the age of three should know. And although it is the same worldwide, the brand makes sure nothing gets lost in translation where its geographically different markets are concerned. All retail is finely tuned to Vodafone’s brand idea as well. Customers really get the most out of their time here: efficient shoppers find what they need in the front of the shop, while
people with more time on their hands rejoice over a wealth of fun and entertainment in the back.
The brand chooses to compete on value for money, not price. Vodafone is aware of the urgency to get the fundamentals right, and has built a network consumers can rely on whenever they need it, and always know its costs at home and abroad. The brand takes this up a notch by offering the same splendid service the world over, a truly global network.
Weapons of mass communication: How do we do that
To get there, Vodafone aims above all to be a progressive brand with a pioneering personality. It challenges the old ways where it can, and shatters physical boundaries and rigid mindsets while it is at it. Having one face, one voice is therefore of the utmost importance. Being unequivocally Vodafone works two ways:
To get there, Vodafone aims above all to be a progressive brand with a pioneering personality. It challenges the old ways where it can, and shatters physical boundaries and rigid mindsets while it is at it. Having one face, one voice is therefore of the utmost importance. Being unequivocally Vodafone works two ways:
Internally
In order to be perceived as unambiguous to the outside world, Vodafone streamlines its ranks with an internal behaviour guideline. Through this, its over 70,000 employees understand fully what the brand wants to mean to consumers. The structured programme helps its people translate the brand essence into concrete actions and bring Vodafone to life within their daily routines. Because manuals can only go so far, Vodafone has instituted a Brand Academy that teaches, instils and nurtures its
company values to the fullest. Vodafone company values Red – Red is the colour of passion. Passion for its customers, communication, results and the world around us.
Rock Solid – Radiate dependability and commitment to always deliver. Learn to make things simple, to trust ourselves and to be trustworthy in the eyes of others.
Restless – Always look for better ways to do things. Be curious, thrive in change and take risks. Be the change we aim for. Employee surveys show that Vodafone’s internal branding behaviour framework resonates greatly with its personnel, making them dedicated brand ambassadors
that are raring to go at all times.
Externally
With its hearts and minds in the right place, the outside world only needs a face to put to the brand’s promise. Vodafone has developed a globally-defined look & feel of the brand, that can be adapted to local standards if desired. Within its corporate identity, the brand’s tone of voice mainly strives to be inspiring, direct and appealing to the customer’s emotions.
In order to be perceived as unambiguous to the outside world, Vodafone streamlines its ranks with an internal behaviour guideline. Through this, its over 70,000 employees understand fully what the brand wants to mean to consumers. The structured programme helps its people translate the brand essence into concrete actions and bring Vodafone to life within their daily routines. Because manuals can only go so far, Vodafone has instituted a Brand Academy that teaches, instils and nurtures its
company values to the fullest. Vodafone company values Red – Red is the colour of passion. Passion for its customers, communication, results and the world around us.
Rock Solid – Radiate dependability and commitment to always deliver. Learn to make things simple, to trust ourselves and to be trustworthy in the eyes of others.
Restless – Always look for better ways to do things. Be curious, thrive in change and take risks. Be the change we aim for. Employee surveys show that Vodafone’s internal branding behaviour framework resonates greatly with its personnel, making them dedicated brand ambassadors
that are raring to go at all times.
Externally
With its hearts and minds in the right place, the outside world only needs a face to put to the brand’s promise. Vodafone has developed a globally-defined look & feel of the brand, that can be adapted to local standards if desired. Within its corporate identity, the brand’s tone of voice mainly strives to be inspiring, direct and appealing to the customer’s emotions.
Make the most of tomorrow
Vodafone’s product of total communications in this dynamic world with its unique energies and wealth of local cultural capital is irresistible. The brand to say the least. The brand does not beat around the bush about wanting to be here for the future and will continue to tap into all consumer needs, trends and resources. Many of which it will create itself. These are exciting times, in which the now undeniable responsibility for the world around us goes hand-in-hand with an unquenchable need for formidable change. Vodafone will continue to unite sustainability with progress, the key driver of this leading global brand that prevailed on a playing field where many have miserably bitten the dust. It’s good to know that together we can make the most of now ánd tomorrow.
Links:
Vodafone’s product of total communications in this dynamic world with its unique energies and wealth of local cultural capital is irresistible. The brand to say the least. The brand does not beat around the bush about wanting to be here for the future and will continue to tap into all consumer needs, trends and resources. Many of which it will create itself. These are exciting times, in which the now undeniable responsibility for the world around us goes hand-in-hand with an unquenchable need for formidable change. Vodafone will continue to unite sustainability with progress, the key driver of this leading global brand that prevailed on a playing field where many have miserably bitten the dust. It’s good to know that together we can make the most of now ánd tomorrow.
Links:
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Vodafone story, David Wheldon, Julien Cozens, CoolBrands, the Guru Book, Storytelling, Red Rock Solid, Weapons of mass communication, Vodafone story, David Wheldon, Julien Cozens, CoolBrands, the Guru Book, Storytelling, Red Rock Solid, Weapons of mass communication,
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