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
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
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