Vodafone is about to sharpen its competitive edge by revamping its brand and its retail stores. According to Mobile Today, the company, which recently recruited a number of new marketing and branding executives, is working with the advertising giant WPP to reinvigorate the brand.
A number of new projects are under development to enhance Vodafone's identity and give the brand more resonance and a deeper relationship with consumers. However, the well-known Vodafone logo will be retained.
One part of this refresh will include Vodafone stores replacing posters with Wi-Fi-enabled digital displays in windows. There also will be a greater emphasis on live products and demonstration areas, together with a concierge service. Trials of this new store concept are already underway in the UK, with Vodafone planning to have 25 per cent of its UK stores fully converted to the format by year-end.
The company plans to focus this new marketing and branding exercise on its two key geographic regions--EMEA and Asia-Pacific.
- see this Mobile Today article
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