Vodafone revamps brand to reflect customer power

LONDON - Vodafone is revamping its brand positioning and marketing for the first time in four years, dropping its "make the most of now" tagline in favour of "power to you".

Vodafone...revamping its marketing after four years
Vodafone...revamping its marketing after four years

The chief executive, Vittorio Colao, has said in an interview with The Sunday Times that it is no longer about the brand telling the customer what to do but reflecting the fact that the customer is now in charge.

The change of direction comes as the company prepares to launch a range of mobile internet services.

The phone giant wants to drive conversion to smart phones such as BlackBerrys and iPhones and make Vodafone one of the world’s best–loved brands.

Vodafone plans launch a service to sell applications that can be downloaded from other content providers, to rival Apple’s App Store.

The new tagline will begin appearing on all of its communications over the next six weeks and is Vodafone’s second global brand campaign since "how are you?", which was launched in 2001.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).