Top Scoops

Book Reviews | Gordon Campbell | Scoop News | Wellington Scoop | Community Scoop | Search

 

Less fone, more tech as Vodafone gets brand make-over

Vodafone has a new version of its speech-mark logo and a new slogan: ‘The Future is Exciting. Ready?’

The bright red colour stays. Although there will be less of it. From today the white on red will become red on white.

The changes are all part of a global brand make-over. According to the company the new look shows that Vodafone is confident digital technologies and services are "going to make our lives better".

New Vodafone logo
New Vodafone logo

Old Vodafone logo
Old Vodafone logo

Change of brand, change of emphasis


There's a clear change of emphasis. Vodafone has positioned itself away from being a mobile phone network with add-ons, to being a more general technology service provider.

This move was first noticeable earlier this year at the Vodafone NZ Gigabit Summit. The company held an Auckland event in August where there was little talk of phone networks and far more about how we're going to live in the future.

At the Summit product director Sally Fuller outlined a world where drones make deliveries, we work from home and make occasional forays in driverless vehicles. There were smart devices and artificial intelligence, but barely any discussion of networks. All that becomes background.

Vodafone New Zealand Consumer Director Matt Williams says “We think the future of technology is very exciting. Our focus now is to ensure our customers are ready to make the most of it."

Phone, network MIA at Vodafone


Actually Williams said a lot more words in the official press statement. Yet, once again, the words phone and network are conspicuous by their absence.

Vodafone's brand strategy is global. Vodafone says it heralds the biggest advertising campaign in the company's history. New Zealanders will be able to see this in a new TV commercial which will show from today. Australia doesn't get the new advertising until later this month.

As part of the marketing activity Vodafone asked people in 14 countries about their views on the future. It says New Zealanders are more optimistic than Australians or the British, but all three come in behind India.


Less fone, more tech as Vodafone gets brand make-over was first posted at billbennett.co.nz.

© Scoop Media

 
 
 
Top Scoops Headlines

 


Cheap Grace And Climate Change: Australia And COP26

It was not for everybody, but the shock advertising tactics of the Australian comedian Dan Ilic made an appropriate point. Australia’s Prime Minister Scott Morrison, a famed coal hugger, has vacillated about whether to even go to the climate conference in Glasgow. Having himself turned the country’s prime ministerial office into an extended advertising agency, Ilic was speaking his language... More>>


Binoy Kampmark: Funeral Rites For COVID Zero
It was such a noble public health dream, even if rather hazy to begin with. Run down SARS-CoV-2. Suppress it. Crush it. Or just “flatten the curve”, which could have meant versions of all the above. This created a climate of numerical sensitivity: a few case infections here, a few cases there, would warrant immediate, sharp lockdowns, stay-at-home orders, the closure of all non-vital service outlets... More>>

Dunne Speaks: 25 Years Of MMP - And The Government Wants To Make It Harder For Small Parties
This week marks the 25th anniversary of the New Zealand’s first MMP election. Over the last quarter century, the MMP electoral system has led to our Parliament becoming more socially and ethnically diverse, more gender balanced, and to a wider spread of political opinion gaining representation. Or, as one of my former colleagues observed somewhat ruefully at the time, Parliament starting to look a little more like the rest of New Zealand... More>>


Dunne Speaks: Labour's High Water Mark
If I were still a member of the Labour Party I would be feeling a little concerned after this week’s Colmar Brunton public opinion poll. Not because the poll suggested Labour is going to lose office any time soon – it did not – nor because it showed other parties doing better – they are not... More>>



Our Man In Washington: Morrison’s Tour Of Deception

It was startling and even shocking. Away from the thrust and cut of domestic politics, not to mention noisy discord within his government’s ranks, Australian Prime Minister Scott Morrison could breathe a sign of relief. Perhaps no one would notice in Washington that Australia remains prehistoric in approaching climate change relative to its counterparts... More>>



Binoy Kampmark: Melbourne Quake: Shaken, Not Stirred

It began just after a news interview. Time: a quarter past nine. Morning of September 22, and yet to take a sip from the brewed Turkish coffee, its light thin surface foam inviting. The Australian city of Melbourne in its sixth lockdown, its residents fatigued and ravaged by regulations. Rising COVID-19 numbers, seemingly inexorable... More>>