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Posted by: Phoenix Benedict

Tagged in: Vodacom , Virgin , Edgars , branding , audio branding

Phoenix Benedict

Thinking Red

Passion. Power. Anger. Love.
Not Vodacom.

Wimpy. Cell C (Pre-2010). Kit Kat.
Not Vodacom.

Coca Cola. Virgin. ETV. Edgars. Kentucky Fried Chicken.
Not Vodacom.

Vodacom has suddenly been working very very hard at convincing Africa that they are now red (their new green?), using subscribers' money and all manners of Pollock splash-painting techniques.

The new Vodacom audio brand is weaker than ever before. If the new colour is RED then the audio branding had to support and enhance the new colour with fast-paced, energetic, richly resonant. The new audio brand is barely audible, nevermind memorable.

With all that money Vodacom is expected to deliver above par each time when it comes to branding and audio branding. I, for one, expected much more congruency and am deeply disappointed.

Comments (3)Add Comment
written by Jawellnofine, April 11, 2011
Vodafone has set Vodacom a target to improve their customer service levels so that it lines up with the Vodafone ethos. But time is needed.

This is not a public company that needs to ask permission from customers to do what it likes with its profits.

Red is Vodafone's colour, thus the rebranding. There is more to come.

and no, I do not work or subscribe to Vodacom.

written by redsaid, April 14, 2011
Yes, agree. Different colour, but still the same mediocre and grossly overpriced service. They'll have to do FAR more than waste money on red ink to retain my business.
written by barrmar, April 14, 2011
I agree. The new colour serves no purpose except to place it within the Vodafone brand.

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