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When the pandemic first hit a year and a half ago, Vodafone found itself with a branding challenge: The public health disaster rapidly spreading across the world cast the company’s tagline—”The Future Is Exciting. Ready?”—in a new light.
At Adweek’s Social Media Week London event, the telecom’s global head of brand and communications, Ebru Ozguc, spoke with Adweek editor in chief Stephanie Paterik about how Vodafone’s articulated sense of purpose helped it chart a course through uncertain times and build a new brand vision around a community-oriented slogan: “Together We Can.”
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