Competition forces brand review
June 8, 2010 by Michael
As competition intensifies amongst mobile phone companies, mobile giant Vodafone has appointed an agency to review all of its global brand identity. Vodafone has appointed The Partners to this task following a pitch involving four other companies. The Partners are signed up to Team Vodafone, a team who co-ordinate all the work, such as advertising, carried out for Vodafone by other WPP owned companies.
There has been increasing pressure on mobile phone companies due to competition, including a corporate brand that will cover Orange and T-Mobile called Everything, Everywhere which is due to roll out and will increase the pressure on their rivals as it is thought that this will become a consumer facing brand.
The Partners’ work will involve reviewing Vodafone’s brand identity and their guidelines and then make recommendations on changes. It is not thought that the logo, typeface or company colours would be affected.
Undertaking changes to brand identity can be essential to a company but yet should not be undertaken lightly. Rebranding your company can be an expensive exercise in terms of working with an agency, paying for the design work not to mention reprinting all marketing materials and company correspondence. However, in a competitive market it is essential that your company brand identity connects with current markets and reflects the true essence of your company and is certainly worth investigating. There are plenty of large printing companies who can produce effective new marketing materials for your company but you may prefer to use printing companies in Coatbridge for fast, efficient and local service.