Propella Brand Innovation
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Vodafone

Communication, Mobile, Telecommunication

Vodafone had an ambitious goal; to be the world’s leading mobile telecoms provider. To achieve this they required a new brand identity and strategy to resolve complex brand architecture issues, drive global acquisition, sponsorship and advertising.

A brand idea which talks globally

A brand idea which talks globally

Vodafone and their competitors were styling themselves more like manufacturers of technology. However all they do is help people talk to each other. This simple insight led to our strategy of ‘Talking Globally’ and our now iconic speech-mark logo.

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Resolving brand architecture issues

Resolving brand architecture issues

Many sub-brands, services and products had grown around the old brand. We used a monolithic approach to solve these issues. To help acquisitions transition to the Vodafone brand we devised a ‘migration strategy’ involving a dual-branded stepping stone.

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Global sponsorship fuelling global acquisitions

Global sponsorship fuelling global acquisitions

The CEO’s brief was simple; “We want sponsorship to expose our new logo and help drive global acquisitions”. To help make the colour red synonymous with Vodafone we suggested sponsorship of the world’s number one ‘red’ teams.

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Transcending language barriers

Transcending language barriers

Regardless of cultural differences or language barriers our big brand idea resonated as a symbol which everyone could understand.

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Big ideas provide big value

Big ideas provide big value

We are proud of our work for Vodafone because it shows how big ideas create tangible and long lasting value. In recent years Vodafone was given a stylistic update, however the original idea remains as powerful and as present as ever. In 2016 Vodafone was voted Britains most valuable brand at AU$36 Billion.

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