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Vodafone announces new brand positioning strategy

Vodafone today announced a significant evolution of its brand positioning strategy, strapline and visual identity worldwide – the first changes to one of the world’s best-known brands since the introduction of the ‘Power to you’ strapline in 2009.


The strategy – to be implemented across all 36 countries* in which the Vodafone brand is present – is designed to underline Vodafone’s belief that new technologies and digital services will play a positive role in transforming society and enhancing individual quality of life over the years ahead.


Vodafone’s brand positioning strategy focuses on the theme of optimism about the future, using the new strapline, “The future is exciting. Ready?“. The first part of the strapline will be presented in local languages with the second part – “Ready?” – presented in English. For example: “il futuro è straordinario. Ready?” in Italian; and “El futuro es apasionante. Ready?” in Spanish.


The new visual identity will place much greater emphasis on Vodafone’s iconic ‘speech mark’ in the biggest change to one of the most recognisable symbols of Vodafone since the ‘speech mark’ logo was created in 1998. The ‘speech mark’ will now appear as the central graphical focus overlaid on all marketing and marketing communications activity. The logo will also appear in a new 2D design in place of a skeuomorphic 3D approach.


The brand positioning strategy and related advertising campaigns were developed after a period of extensive research and concept testing, including quantitative and qualitative inputs from nearly 30,000 people in 17 countries.


On 6 October 2017, Vodafone will commence the largest advertising campaign in its 33-year history. The lead TV commercial – a 60-second film focused on how human interaction remains constant while technologies evolve over time – was produced by Ridley Scott Associates.


Grounds for optimism about the future

Vodafone commissioned opinion research among almost 13,000 people in 14 countries** to assess the extent to which the public are optimistic – or pessimistic – about their future prospects. The research conducted by YouGov found that:


  • people of all ages believe that technology innovation will have the most positive influence on the future over the next 20 years;
  • 18-24 year olds are the most optimistic about the future: 62% of younger people surveyed believe that living standards will be better in 20 years’ time compared with today; and
  • respondents overall in all age groups, believe that their own living standards, and those of children, will have improved 20 years from now.


Vodafone also commissioned the Futerra consultancy ( to identify 10 of the top emerging trends that could transform home and working life. Technological developments identified by leading futurologists from five countries included:

  • 3D printed components for housing construction, with 4D printed components that evolve over time as families’ accommodation requirements change;
  • a five-fold increase in global power generation capacity as clean energy such as solar panels are extended from rooftops to windows, walls and even some highways;
  • personalised medical interventions such as 3D bio-printing of organs and limbs;
  • new public transportation systems connecting cities with trains running at up to 600mph (966kph);
  • large-scale water capture projects, including precipitation harvesting, groundwater replenishment and improved desalination, transforming the lives of 1.2 billion people in water-constrained areas; and
  • a tripling of connected sensor usage in farming leading to increased food yields coupled with the development of new protein sources that increasingly displace meat.


Further details of the Futerra research can be found below.


Vodafone Group Chief Commercial Operations and Strategy Officer, Serpil Timuray said: “We believe there are very good reasons to be optimistic about the future as emerging innovations in science and technology begin to have a profoundly positive impact on society. Vodafone has a long and proud history of bringing new technologies to hundreds of millions of people worldwide, enhancing quality of life and transforming the workplace. Our new brand positioning is intended to embody Vodafone’s mission and purpose to help our customers and communities adapt and prosper as these remarkable new trends reshape the world.”

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Vodafone Big Top 40 gives local Oxford artist big break

Future Breakers Nick Nixon

Oxford local Nick Nixon, is celebrating after being named the next Vodafone Future Breakers winner, giving the unsigned artist a fantastic opportunity to launch his budding music career. The Vodafone Future Breakers initiative, launched as part of the Vodafone Big Top 40 partnership with Global, has given Nick the money-can’t-buy chance to record and produce his own track with industry professionals, as well as his live studio session broadcast online with the Big Top 40.


Taking inspiration from the likes of Seeb, Griffin, Major Lazer and DJ Snake, the 25 year old hopes this big break will be the stepping stone to something bigger. Having primarily focused on creating his tracks on his computer at home, Nick is excited to be bringing his sound to much bigger audiences via the Big Top 40.


On his experience with Vodafone Future Breakers, Nick commented: “I thought it was a joke at first, I just couldn’t believe I’d been picked! It’s been a great opportunity to link up with professional producers and get feedback, but more importantly I’ve only shared the song with family and friends so it’ll be great to get it out there and get more people hearing it.”


Fronted by the Vodafone Big Top 40’s very own Marvin Humes, Vodafone Future Breakers is continuing the search for the very best unsigned talent from across the UK to uncover the next big thing in music. Listeners, budding artists, DJs and band members can still get involved and enter their tracks or videos through the dedicated hub where they could win a recording studio session with a top industry producer!


Notes to editors:

About The Big Top 40:

The Vodafone Big Top 40 is the UK’s no. 1 chart show with 2.4 million listeners every week. It is presented by Marvin Humes and Kat Shoob, and produced by Global.  The chart is the UK’s first real time chart show with the top 10 taken live from iTunes during the show.  Listeners across the UK can tune in on Sundays from 4pm across 130 radio stations, online at and through the Big Top 40 app. Source: RAJAR / Ipsos-MORI / RSMB, period ending June 25th 2017. 


  • Find out more about Vodafone Future Breakers and the Vodafone Big Top 40 here:

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