Marketing campaign with new tagline

Vodafone is to revitalize its brand and marketing for the first time in four years after chief executive Vittorio Colao decided this was a top concerned area. Vodafone will emanate its "Make the most of now" tagline in favor of "Power to you" as it arranges to launch a suite of new services to capitalize on the growing popularity of the mobile internet. "It is not the brand talking anymore and telling the customer what to do," said Colao. "It is the customer who will decide. I am trying to steer the whole company in this direction." Colao wants to metamorphose Vodafone into one of the world's most desired brands and actuate the switch to smartphones such as iPhones and BlackBerrys, where customer use consistently increases by 700 percent. It will acquire on Apple's app store this autumn by launching a service to sell applications that can be downloaded from other content providers. Vodafone parts almost GBP 600 million a year on advertising. The new tagline will be actualized appearing on all of its communications over the next six weeks. The launch comes between concerns that Vodafone has procrastinated behind in Britain, where it could drop into third place when T-Mobile and Orange coalesce. Colao is also looking for Vodafone's forthcoming sponsorship deal. When its GBP 4 million-a-year association with the England cricket team concludes this winter, the company's only global deal will be its backing of Formula One's McLaren Mercedes team.