Vodafone announced in the press yesterday (a day before telling their staff, unless you read work emails on the weekend that is) that it was about to undertake a big re-branding exercise. Now before you get excited that Vodafone was about to do something big like change its colour or its logo, its not, its changing its tag line. Supposedly this will come with a new, more exciting, more youthful advertising campaign to help Vodafone reposition itself.

The old tag line, ‘Make the most of now’ made alot of sense and people understood what it meant. If you were on a bus, train or just hanging around doing nothing, through use of Vodafones you could make your time more interesting and not waste it. The new tag line, that is predictably being described as far more than just a line that will appear on the end Vodafone’s adverts is a little less meaningful.

‘Power to you’ my first impressions were that it sounded like something a civil rights activist would say during speech to rally their protesters. It sounds fluffy and although you know what Vodafone are getting at, ‘Power to you’ just doesnt fit. It feels like salesman speak and with big announcements planned this week (24th Sept) Vodafone will have to go some to prevent it sounding like the company is flogging some dodgy old motor or the company will be flogging a dead horse.

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