WFAISA – Global Conference 全球会议模板

Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference1MakethemostofnowWFA/ISA–GlobalConference

GraceMolenaarHeadofBrandDevelopment

TheVodafoneBrand–Creatingacultureofbrandengagement

Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference2Wearecommittedtobuildingtheworld’smostvaluablecommunicationsbrandVision,2001‘TobetheWorldLeaderinMobileCommunications………….’Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference3Ourglobalbrandbuildingjourneystartedonly7yearsago,andhashadanumberofdistinctphasesBrand

Migration“Hello”“HowAreYou?”LaunchVodafonelive!launch‘MaketheMostofNow’LaunchOpCo‘HowareYou?’andVodafonelive!executionsOpCo‘HowareYou?’ExecutionsPre200120012002200320042005MTMONToneofVoice20062007Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference4WehavealsobuiltthebrandbyunifyingwhatwasaproliferationofsubbrandsunderasinglebrandhierarchyProducts&ServicesInasinglebrandhierarchy,thereisonlyonebrand;everythingelseisinformationtohelpcustomersnavigate(thisdrovetheimplementationofourcurrentnamingstrategy)MasterBrandTheproliferationofsub-brandswashinderingourabilitytobuildVodafoneastheleadingbrandinourcategoryMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference5AsaresultwehaveachievedtremendousgrowthinourbrandawarenessandpreferenceEvolutionofPreferenceforVodafoneBrandEvolutionofSpontaneousAwarenessforVodafoneBrandMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference6Ourbrandisbuiltonafoundationofanumberofstrategiccomponents,withtheMarketingFrameworkattheirheartMARKETINGFRAMEWORKBRANDEDCUSTOMEREXPERIENCEBRANDCOMMUNICATIONSBRANDVALUES&ENGAGEMENTMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference7TheMarketingFrameworkisthecornerstoneofourBrandStrategyWhyarewehere?HelpingourcustomersmakethemostoftheirtimeWherearewegoing?Wewillbethecommunicationsleader

inanincreasinglyconnectedworldWhatdowedo?Creating&deliveringunbeatableexperiencesthrough……Howdowedoit?BeingRed,RockSolid,RestlessBYBYBYMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference8WehaveputthebrandatthecentreoftheCustomerExperienceArunSarin,CEOVodafone“Abrandiswhatabranddoes.”“Themostvaluablebrandsintheworldarethosewherethecustomerknowsthey’regoingtogetagoodexperience”SirJohnBond,Chairman,VodafoneMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference9Wewantourcustomerstofeelappreciated,confidentandinspiredHelpingourcustomersmakethemostoftheirtimeRed RockSolid RestlessPassionateTrustworthyCreativeEmotionalDirectInspiringAppreciatedConfidentInspired...soourcustomersspendmoretimewithusWearebybeingtherefore

ourvoiceissoour

customersfeelMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference10…..andwehavemadeacommitmenttocustomers

throughournewCustomerPromiseOurPromisetoyouWevalueyourtimemorethananyoneelse.That’swhy,whereveryouseeVodafone,youcanexpect:AnetworkyoucanrelyonwhenyouneeditExpert,friendlyhelpandadvice–youonlyhavetoaskonceWhenyou’reabroad,theservicesyouneedwillbeaseasytouseasathome,andyou’llknowwhatyouarepayingNewandinspiringsolutionstohelpyoumakethemostofyourtimeMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference11Inthelast18monthswehavefurtherrefinedthebrandandcustomerexperience……Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference12BrandIdentity–Aunique,contemporaryandiconicidentitywhichgivesVodafonethestatureofaworld-classbrand

Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference13Communications–alllocallyexecutedtoourBrandIdea,anewToneofVoiceandrefreshedBrandGuidelinesMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference14Retail–anewdesignbringingthebrandideatothecustomerexperienceMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference15Sponsorship–drivingbrandawarenesswithactivationoftwonewpropertiesMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference16Engagingtheemployee–drivingthebrandideainternallyMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference17RelevantReliableEasytouseInnovativeMobileInteractionManagement-Bringingthebrandideatohandsetexperience

Differentiationstrategy: Tomakethemostofcustomer’stime!Positioningstrategy:CostSavinginEuropeRevenueGrowthinEmergingMarketsGlobalstrategy:FittingintoourStrategyAninnovativeHandsetbasedSelfCareapplication,thatwillallowourcustomerstoaccessrealtimeselfcareservicesdirectlyfromtheirphones.AcapabilitythatenablestailoredondeviceselfserviceandCRMtransactionsItwillradicallyimprovethequalityofuser’sInteractionswiththeirproductsandservices,makingthingssimplerandmoreeasilyaccessibleMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference18Sowhereareweonourbrandjourney?Ourkeychallengeistobuildanemotionalbrandwithaclearroleinpeople’slivestoturncustomersintofans(andadvocates)DriveawarenessandrelevanceDrivepreferenceanddifferentiationBuildregardandmomentumWearehere200120052010Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference19DifferentiationDrivesProfit

ChangesinOperatingProfit1993to1995MonobrandsonNYSEHighLowLowHighDIFFEREN-TIATIONRELEVANCEMission&GrowthDeathDecliningDominanceCOMMERCIALBRANDPOSITIONSource:Y&R/SternSteward2000+18%+289%+128%+2%-x%Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference20Wearecurrentlyranked11thmostvaluablebrandintheworldProgress,2007MostValuable250GlobalBrands2006Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference21EmployeeEngagementVideo

Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference22VodafoneBrandStory

Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference23Wherehavewecomefrom?Wehavemadesignificantprogressindeliveringaworldclassbrandofbothglobalstatureandlocalrelevance….onourjourneyfromabrandthatisknown,toonethatislovedWeknowwhowewanttoattracttobepartofourcommunityWehaveadistinctiveidentityWearegettingaglobalunderstandingoftheculturalnuancesofTimeandhowwecanuniquelytapintocustomersdesiretomasterittolivelifemorefullyWehaveaclearunderstandingofourpast,andvisionofourfuturethathashelpedusdefineouruniquepersonalityWeareallindividuallyandcollectivelymovingtowardsdeliveringthisuniquelyandconsistentlyeverydayMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference24Wherearewegoing?ThiscontinuingbrandstorywillbecomeatouchstoneforallofusItwillhelpusunderstandtothenextlevelofdepthWhoweareWhereweplayWhatwedoOurRallyingcrySothatwecancontinuetodeepenourunderstandingofourVodafonebrand…Andcontinuetodeliveritasonecompany.Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference25WhereweplayMarketDefinitionPositioningTargetCustomerInsightWhatwedoDifferentiationFunctionalBenefitsEmotionalBenefitsWhowearePersonalityValuesPhysiqueOurrallyingcryAmbitionPurposePromiseMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference26WhatwedoDifferentiation:AGreatCustomerExperienceFunctionalBenefits:Useful,Seamless,StimulatingEmotionalBenefit:Inspired(tousemytime)WhereweplayMarketDefinition:IntegratedCommunicati