When Vodafone’s enterprise business marketing team sat down several years ago to consider brand differentiation for the Group, the repositioning opportunity was clear. As one of the world’s most valuable brands, Vodafone could achieve its ambitions in enterprise, if the brand was seen as being more relevant and credible to business buyers.
Two years later, Vodafone’s enterprise marketing team, working closely with global brand, had rolled out an impressive and simple new positioning platform, and made great strides in building global awareness, interest, and lead generation for the enterprise business. In all, the team’s Ready Business brand initiative has effectively repositioned the company’s enterprise business to win as a total communications provider across a broad range of customers and markets.
This ITSMA Case Study highlights the approach taken by Vodafone’s marketers, the story they developed to guide the new initiative, the steps they took to roll out the new positioning, and the results they have delivered to date.