Passion. Power. Anger. Love.
Wimpy. Cell C (Pre-2010). Kit Kat.
Coca Cola. Virgin. ETV. Edgars. Kentucky Fried Chicken.
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.