UK firms ‘lack vigour’ as brand value lags behind global rivals
Molly InnesUK companies grew just 1% in brand value over the past year, compared with 22% growth in 2021, according to BrandZ’s latest UK ranking.
One marketer on why she loves the ‘intellectual challenge’ of B2B
Niamh CarrollAmanda Jobbins may have started her marketing career by “happenstance”, but she has thrived in the B2B tech sector, working for the likes of Sage, Oracle and Vodafone Business.
How data can empower brands to engage on the customer’s terms
Marketing Week PartnerAt the Festival of Marketing, Vodafone and Tealium talked through the personalisation promise being delivered by customer data platforms.
How YouTube creators helped Vodafone drive new awareness for VOXI
Sean HargaveWhen Vodafone’s youth-oriented mobile brand VOXI wanted to tell young people about its ‘Endless Video’ service, it found tapping the authenticity of creators through YouTube BrandConnect was the best way to drive up awareness and consideration.
How Vodafone maintained brand relevance in a crisis
Marketing Week ReportersWhile many businesses halted their marketing efforts at the height of the UK’s lockdowns, Vodafone took a different approach.
Innovate to survive: Why UK brands need to up their game
Matt BarkerThe 2020 BrandZ list of the UK’s most valuable brands came with a stark warning of impending doom, or at best irrelevance, for some of the country’s biggest names. But is such pessimism premature?
‘Innovative, optimistic, modern’: Vodafone launches major brand refresh
Sarah VizardVodafone is hoping to show a “confident and modern” brand as it launches a new campaign amid the rollout of both its 5G services and new rules that make it easier to switch mobile operator.
Vodafone brings together marketing and digital teams as it renews focus on innovation
Sarah VizardThe move comes as the mobile operator reveals its 5G roll-out and tie-up with cloud gaming company Hatch as it hopes a focus on services will help it win in the battle for customers.
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Why behaviour beats demographics when it comes to segmentation
Charlotte RogersExclusive Marketing Week research shows marketers are shifting away from classic demographics to find more nuanced ways to segment consumers based on their behaviour, personal interests and life stage.
Vodafone’s youth brand Voxi launches loyalty scheme
Charlotte RogersThe debut loyalty scheme from Vodafone’s youth network is borrowing from the world of streetwear to get 16- to 29-year-olds excited about rewards.
Vodafone to refocus on its customers as it looks to take ‘pivotal’ role in digital society
Ellen HammettVodafone’s CEO believes the European telecoms industry has not been fast enough, nimble enough, or listened to consumers enough to play the “pivotal” role it should be in building an “inclusive digital society”.
How Vodafone’s chatbot ‘revolutionised’ its online customer experience
Marketing Week ReportersVodafone has improved customer experience by streamlining its order process online thanks to its “intuitive” chatbot TOBi.
Revealed: The world’s most valuable brands
Ellen HammettWhile Google and Apple keep their positions at the top, Amazon has bumped Microsoft from third place and a number of Chinese giants are threatening the status quo in this year’s BrandZ top 100.
How to break down the barriers between marketing and procurement
Charlotte RogersTrust, understanding and a shared vision is helping marketing and procurement drive transparency, efficiency and stronger agency relationships.
Vodafone revamps positioning as it moves on from ‘Power To You’
Sarah VizardVodafone is launching the biggest marketing campaign in its history as it revamps its strategy, strapline and visual identity around the theme of “future optimism”.