Vodafone is now calling its enterprise division Vodafone Business as the company focuses on providing customer-centric outcomes in the digital world.
The Vodafone enterprise brand previously had no external logo. Iris Meijer, chief marketer of the newly-minted Business unit, was tasked with the rebrand after joining Vodafone in May.
“Customer centricity is a concept that has stood the test of time. When we began to explore the idea of our brand refresh, reaching out to our customers from the home office to the boardroom, each was worried about the same thing: digital transformation. We have known for some time that our customers want a partner to join them on their digital journey, a partner they can trust," Meijer said in Tuesday's (4 December) company announcement.
Meijer explained that during the creative process, the company interviewed customers across its markets, key stakeholders and industry analysts to uncover the brand's new identity. In August, Vodafone tapped J Walter Thompson to work on the creative.
Meijer and the rest of her team found that Vodafone wasn't focusing on enough of the business beyond its mobile offerings.
"It was really important for us to show the emotional connection, and really show how we are working together with customers and reflecting genuine moments," Meijer told The Drum. "[It was about] moving from showing the technology benefits to actually showing business outcomes and showing how we are helping businesses and people achieve their vision."
Meijer said Vodafone Business creative, pre-refresh, was all black-and-white. Meijer explained the plain left-hand side is a connection to the past while the right-hand side, clad in red and marked by the company's tagline, exemplifies the business solutions and customer value Vodafone Business aims to offer.
Terminals at London Heathrow will display Vodafone Business creative from now until Christmas. Starting in January, the rebranded unit will launch above-the-line campaigns in 10 of the company's markets.