Vodafone has one of those gratuitous brand repositioning exercises

Few things seem to illustrate corporate folly more than blowing tons of cash on brand positioning, but that doesn’t stop them persisting with it.
The latest to take the plunge is UK-based operator group Vodafone, which has embarked on its first major brand spasm since the introduction of the ‘power to you’ strapline in 2009. This time some expensive brand consultancies have helped the company come up with the idea that technology ‘…will play a positive role in tran