It has been a busy 24 hours for Vodafone. Last night it completed the second biggest deal in corporate history when it sold its stake in US phone network Verizon Wireless to Verizon Communications for £84bn.
But earlier in the day a lesser story was reported in Marketing Magazine. With virtually no fanfare Vodafone announced that it is to roll out its first new ‘global identity’ since 2005.
The work by our WPP stable-mate Brand Union features a red rhombus shape emerging from Vodafone’s inverted comma logo. Apparently it is all about demonstrating the company’s “confident energy and progression.”
The question that intrigues me is, what do these two events say about the relationship between corporate identity and corporate strategy? (more…)