Vodafone rebrands sales outlets

Vodafone has revealed its new corporate logo and is to drop the retail brand Peoples Phone in favour of a rebranding exercise which will put all its retail outlets under the Vodafone banner.

Vodafone has revealed its new corporate logo and is to drop the

retail brand Peoples Phone in favour of a rebranding exercise which will

put all its retail outlets under the Vodafone banner.



The leading mobile phone operator expects to see a 20% growth in

customers over the next three years. It has allocated pounds 35m to all

its marketing activities over the next year. This includes the pounds

11m sponsorship of the England cricket team. It is expected television

advertising will stay at pounds 20m.



The new logo, designed by Springpoint, as exclusively reported in

Marketing (April 10), will cost pounds 15m to implement and will

introduce speech marks in the letters ’o’ of the word Vodafone.



The rebranding of all its retail outlets signals a significant shift in

its distribution strategy. It currently has six service providers with

300 outlets and a total of 12 brands. They will be reorganised into

three businesses.



Vodafone Retail will operate the high street stores, selling to

consumers and small businesses; Vodafone Connect will target the same

customers via its third party retail channel; and Vodafone Corporate

will operate the direct sales team. Each will have its own director who

will report to Peter Bamford, managing director of Vodafone

Distribution.



A planned agency pitch for Peoples Phone is now expected to cover all

Vodafone Retail business and a new TV campaign from BMP DDB is expected

in October.