Why Vodafone Had to Change Its Slogan When the Pandemic Hit

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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,…

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