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1、Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,1,Make the most of now,WFA/ISA Global Conference,Grace Molenaar Head of Brand Development,The Vodafone Brand Creating a culture of brand engagement,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,2,We are committed to building the wor
2、lds most valuable communications brand,Vision,2001,To be the World Leader in Mobile Communications.,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,3,Our global brand building journey started only 7 years ago,and has had a number of distinct phases,Brand Migration“Hello”,“How Are You?”Launc
3、h,Vodafone live!launch,Make the Most of Now Launch,OpCo How are You?and Vodafone live!executions,OpCo How are You?Executions,Pre 2001,2001,2002,2003,2004,2005,MTMON Tone of Voice,2006,2007,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,4,We have also built the brand by unifying what was a
4、proliferation of sub brands under a single brand hierarchy,Products&Services,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),Master Brand,The proliferation of sub-brands was hi
5、ndering our ability to build Vodafone as the leading brand in our category,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,5,As a result we have achieved tremendous growth in our brand awareness and preference,Evolution of Preference for Vodafone Brand,Evolution of Spontaneous Awareness for
6、 Vodafone Brand,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,6,Our brand is built on a foundation of a number of strategic components,with the Marketing Framework at their heart,MARKETING FRAMEWORK,BRANDED CUSTOMEREXPERIENCE,BRANDCOMMUNICATIONS,BRANDVALUES&ENGAGEMENT,Mumbai,March 5,2008,
7、WFA/ISA-Global Advertiser Conference,7,The Marketing Framework is the cornerstone of our Brand Strategy,Why are we here?,Helping our customers make the most of their time,Where arewe going?,We will be the communications leader in an increasingly connected world,What do we do?,Creating&delivering unb
8、eatable experiences through,How do we do it?,Being Red,Rock Solid,Restless,BY,BY,BY,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,8,We have put the brand at the centre of the Customer Experience,Arun Sarin,CEO Vodafone,“A brand is what a brand does.”,“The most valuable brands in the world
9、 are those where the customer knows theyre going to get a good experience”Sir John Bond,Chairman,Vodafone,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,9,We want our customers to feel appreciated,confident and inspired,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,10,.and we ha
10、ve made a commitment to customersthrough our new Customer Promise,Our Promise to youWe value your time more than anyone else.Thats why,wherever you see Vodafone,you can expect:A network you can rely on when you need itExpert,friendly help and advice you only have to ask onceWhen youre abroad,the ser
11、vices you need will be as easy to use as at home,and youll know what you are payingNew and inspiring solutions to help you make the most of your time,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,11,In the last 18 months we have further refined the brand and customer experience,Mumbai,Mar
12、ch 5,2008,WFA/ISA-Global Advertiser Conference,12,Brand Identity A unique,contemporary and iconic identity which gives Vodafone the stature of a world-class brand,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,13,Communications all locally executed to our Brand Idea,a new Tone of Voice and
13、 refreshed Brand Guidelines,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,14,Retail a new design bringing the brand idea to the customer experience,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,15,Sponsorship driving brand awareness with activation of two new properties,Mumbai,
14、March 5,2008,WFA/ISA-Global Advertiser Conference,16,Engaging the employee driving the brand idea internally,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,17,RelevantReliableEasy to useInnovative,Mobile Interaction Management-Bringing the brand idea to handset experience,Differentiationst
15、rategy:,To make the most of customers time!,Positioningstrategy:,Cost Saving in EuropeRevenue Growth in Emerging Markets,Globalstrategy:,Fitting into our Strategy,An innovative Handset based Self Care application,that will allow our customers to access real time self care services directly from thei
16、r phones.,A capability that enables tailored on device self service and CRM transactions,It will radically improve the quality of users Interactions with their products and services,making things simpler and more easily accessible,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,18,So where
17、are we on our brand journey?,Drive awarenessandrelevance,Drive preferenceanddifferentiation,Build regardandmomentum,We are here,2010,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,19,Differentiation Drives ProfitChanges in Operating Profit 1993 to 1995 Mono brands on NYSE,High,Low,Low,High
18、,DIFFEREN-TIATION,RELEVANCE,Mission&Growth,Death,Declining,Dominance,COMMERCIAL BRAND POSITION,Source:Y&R/SternSteward 2000,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,20,We are currently ranked 11th most valuable brand in the world,Progress,2007,Most Valuable 250 Global Brands 2006,Mum
19、bai,March 5,2008,WFA/ISA-Global Advertiser Conference,21,Employee Engagement Video,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,22,Vodafone Brand Story,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,23,Where have we come from?,We have made significant progress in delivering a w
20、orld class brand of both global stature and local relevance.on our journey from a brand that is known,to one that is lovedWe know who we want to attract to be part of our communityWe have a distinctive identityWe are getting a global understanding of the cultural nuances of Time and how we can uniqu
21、ely tap into customers desire to master it to live life more fullyWe have a clear understanding of our past,and vision of our future that has helped us define our unique personalityWe are all individually and collectively moving towards delivering this uniquely and consistently every day,Mumbai,Marc
22、h 5,2008,WFA/ISA-Global Advertiser Conference,24,Where are we going?,This continuing brand story will become a touchstone for all of usIt will help us understand to the next level of depthWho we areWhere we playWhat we doOur Rallying crySo that we can continue to deepen our understanding of our Voda
23、fone brandAnd continue to deliver it as one company.,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,25,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,26,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,27,Creating a culture of brand engagementSummary,Brand as a central or
24、ganising principle that drives performance,culture,experience and actionTreat engagement as a journey,and a source of competitive differentiation Involve Leaders!Make the vision actionableInclude everyone who represents your brandLink to recognition and rewardMeasure your progress,Mumbai,March 5,2008,WFA/ISA-Global Advertiser Conference,28,Thank-you!,
