Global Brand Power of Optimism
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This document discusses Vodafone's brand evolution and new global branding strategy. It summarizes research showing that people are optimistic about technological innovation and improvements to living standards over the next 20 years. Vodafone's new brand positioning focuses on optimism for the future and uses the slogan "The future is exciting. Ready?". The company aims to unite internal efforts and attract customers and employees who want to help shape positive trends through connectivity.
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Global Brand Power of Optimism
- 1. The Power of a Global Brand Presented by Karl Burns Head of HR Luxembourg & Global Supply Chain Great Place to Work Ceremony Luxembourg 2018
- 3. Brand is more than a logo 3 It is a set of values, a vision for the future; for our customers, employees and potential employees. A global brand must find a commonality that bridges country borders yet continues to embrace a variety of cultures.
- 4. 4 EVPPR IC ATL Social We will unite and unify our efforts starting internally
- 5. 5 The Research • Vodafone commissioned opinion research among almost 13,000 in 14 countries to assess the extent to which the public are optimistic about the future: –Technology innovation will have the most positive influence on the future –18-24 year olds are the most optimistic about the future –Respondents across the boards believe that living standards will increase in the next 20 years
- 6. 6 • Looking at what is already possible today, we can imagine10 positive trends for 20 years time… Trend 1 Future Cities Trend 6 Purposeful Work & Priority Shift Trend 2 100 Terawatt World Trend 7 Mega Water Projects Trend 3 Everything Online Trend 8 Travel Shift Trend 4 Intelligent Assistance Trend 9 Protein Shift Trend 5 Personalised Medicine Trend 10 Immersive Living & Healthcare The Results
- 7. 7 Vodafone believe that new technologies & digital services will play a positive role in transforming society & enhancing individual quality of life over the years ahead. Our new brand positioning focuses on the theme of optimism about the future and uses the new strapline “The future is exciting. Ready?” The New Brand Positioning
- 9. 9 Today’s customers – Tomorrow’s employees
- 10. 10
- 11. Help Luca Walk Again #HLWA
- 12. 12 EVP Relaunch in Parallel 1. Ready to shape the future. 2. Ready to connect for good 3. Ready to be at my best 4. Ready to be myself & belong #HLWA
- 13. Will you join us?
Editor's Notes
- Given the way that Vodafone feel about their brand, a relaunch that could successfully engage customers and employees across the globe was not undertaken lightly….
- Our new brand strategy focuses on the theme of optimism about the future, and uses the new strapline “The future is exciting. Ready?” and the first part of the strapline will be presented in local languages with the second part always in English. The following 60 film focuses on how human interaction remains constant while technologies evolve over time. It forms the backbone of the biggest advertising campaign in our 33 year history.
- 1 – cleaner, healthier places to live. Vertical forests on the roofs of skyscrapers; urban agriculture in tunnels and skyscrapers; homes 3D printed not built; 4d furniture that can reconfigure itself to changing needs 2 – 5 times more clean and cheap energy. Via better capture, storage and deployment of renewable energy. Solar panels built invisibly into windows, walls and highways. Advanced storage systems provide steady reliable power to people in the remotest 3 –sensor technology connected to the internet, allowing companies, homes and everything in between to operate smartly. By 2050 we will need to feed 9.6 billion people, and through a tripling in sensor use, the agricultural internet of things could increase food production by 70 percent. 4 – AI will become the ultimate PA, anticipating our needs and allowing us to spend less time doing menial tasks. will manage more complicated tasks too, such as protecting our time, monitoring our health, and even helping us stay safe 5 - tailored medical advice and new treatments will take account of our lifestyles, physiology and even our genetics, improving life chances. Personalised physical repairs, 3D bio-printing and ‘living drugs’ designed to turn an individual’s own immune system against disease. This will cut costs, reduce waiting times and potentially even end the need for donor lists. 6 - the ethical and environmental values of the young will increase pressure on businesses to seek purpose beyond profit. there will be a premium on human creativity. This will change how we make, buy and use ‘things’, such as an up to 80% reduction in individual car ownership in developed markets like the United States by 2030. 7 - large-scale water capture projects, ranging from innovative precipitation harvesting techniques through to groundwater replenishment and improved desalination, could enable every human to have access to plentiful clean water. Possible to grow vegetables in the middle of deserts using nothing but sunlight and seawater. 8 - countries will start replacing current air and rail links with superfast mass public transport, such as hyperloops and intercity trains travelling at speeds of up to 600mph. a new generation of driverless cars, trucks and drones, operating within connected systems, will make mobility a pleasure and offer more choices of where we can live, work and play. 9 - we will enjoy a wide range of healthy and delicious sources of meat-free protein and realistic meat alternatives that don’t come from animals. This will help bring both global carbon emissions and heart disease down to an all-time low. 10 - education and entertainment will become more immersive, using virtual, augmented and mixed-reality technologies. This hyper realistic experience to see, smell and touch your way through events, exotic destinations and even to learn about history by stepping into a simulation based in the past. dive into coral reefs or sit in the front row of the World Cup final, all from the comfort of your living room.
- Our new brand strategy focuses on the theme of optimism about the future, and uses the new strapline “The future is exciting. Ready?” and the first part of the strapline will be presented in local languages with the second part always in English. The following 60 film focuses on how human interaction remains constant while technologies evolve over time. It forms the backbone of the biggest advertising campaign in our 33 year history.
- EVP relaunch in parallel to engage existing employees Relevant Drivers: Innovation New Tech World of Opportunities Exceptional work with exceptional people Celebrating Diversity & Inclusion