Showing posts from September, 2009

Vodafone Make the Most of Now

Vodafone Make the Most of Now!  
The Pug:
It’s said that a dog is a man’s best friend. Vodafone is using the Pug as symbolic of its strong customer service. Earlier during the days of Hutch, a possible differentiation based on strong network was possible. Now when having a strong network is perceived by consumers as almost of point of parity, the role of the pug has also changed from a symbol of a strong network to a symbol of superior customer service. This superior customer service would be there to help you in every possible way, at every possible place and at every possible time. Hence, you would be able to make the most of your time and mobile connection. This is how connect the pug connects with Make the Most of Now.

In the days of Hutch, people found the pug adorable. What Vodafone does is that it retains and pug and at the same time to distance itself from Hutch, it changes the storyline from "Where ever you go, our network follows" to "Happy to help".

The Zoo …

Telecom brands

Telecom Brands

"A brand image is typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service."

Telecom sector brands like Airtel, Vodafone and IDEA are amongst the brands having highest recall and awareness in India. They are also amongst the most likable. Some of them like IDEA and Airtel have a clearly defined identity which remains constant across all their communication. Through his post I seek to examine the common thread which is apparent across some of these brands and also seek to lay a base to go deeper into a common thread which is not so apparent in one major telecom brand.

What is IDEA?

The IDEA brand is represented in essence by the punch line "What an IDEA!". It seeks to convey that here is a brand which would strive to find out innovative ways in which the mobile can positively enhance the life of the consumer. In this it goes …