Vodafone NZ to become One New Zealand

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#3019698 10-Jan-2023 17:45

Following on from the last post...

https://www.nzherald.co.nz/business/tvnz-files-trademark-opposition-to-vodafones-one-rebrand/YJS6YDOJH5CYPHH7DQHLP7NUFA/ (paywalled)

Basic version: TVNZ are taking Vodafone to court over the use of the name "One" in their rebrand.

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#3019761 10-Jan-2023 20:47

I think its more that TVNZ had to legally lodge an objection so if their existing negotiations break down, they still have options in court.

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#3021500 15-Jan-2023 11:44

To me, the One rebrand is ridiculous, especially when there's a far more relevant option right there for the taking. Obviously the PR company that chose this new name simply amputated the first 5 letters in an attempt to retain the association with Vodafone whilst no longer having the requirement to hand over $millions in annual lease fees. Not a bad idea, but they leapt in too quickly.

Instead of a 5-letter reduction to One - which apart from being already owned locally, is also nondescript & backs the company into a corner - what if One is not #1 in their market? Opens them up to ridicule from competitor advertising. Instead, a 4-letter simplification gives Fone & that is the brand that they could & should have chosen. Fone says everything that the business is in a short, snappy word. Business-specific & even closer related to their previous incarnation as Vodafone.

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#3021554 15-Jan-2023 12:12

What about even something like Vodacom, which I think was their branding in South Africa? Then again, may run into royalty issues from this too.

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#3021559 15-Jan-2023 12:16

I suspect that Vodafone group would insist on something substantially different otherwise they'd insist on continued payment of licensing fees for using their branding.

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#3021566 15-Jan-2023 12:27

quickymart:
What about even something like Vodacom, which I think was their branding in South Africa? Then again, may run into royalty issues from this too.

Vodafone group own part of Vodacom

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#3021579 15-Jan-2023 12:53

I also am not a fan of that branding, it seems really innocuous and meaningless to me.

It amazes me how much companies spend to have marketers come up with these bland icky brandings.

Imagine how hard SEO will be on a name like ONE and how difficult it will be to get good google results when searching for it.

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#3021581 15-Jan-2023 13:14

Onefone

Plesse igmore amd axxept applogies in adbance fir anu typos

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#3021582 15-Jan-2023 13:17

When is this rebranding supposed to take effect? The app for pre-paid accounts is still called My Vodafone.

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#3021634 15-Jan-2023 13:55

It will take time. Some of their plans have changed names although it looks like they’ve just renamed some of the plans.

They’ve also got an IT separation project underway and this will probably require either a new app or a major overhaul. On top of this, they’ve probably got trademark challenges to iron out so until they get the all clear, they’re probably not going to pull the lever on that.

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#3021656 15-Jan-2023 15:42

I just dont understand why they have to change to this name. It doesn't even make sense at all. Such a waste of money to pay those people with this name change and now they have to waste another lot of money for this court disputes....

Invest more money on the technology, invest more time on providing a best deal and best pricing for the consumers. That's what they should do...

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#3021659 15-Jan-2023 16:02

Main reason (as I see it): no royalties to be paid for the use of Vodafone's name to the parent company = money back to the local company.

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#3021662 15-Jan-2023 16:13

Kind of burning money when it's (rumoured) to be $20m/yr since 2019.

The 1.7b selloff of towers shows how much effort is going in to start going positive.

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#3021674 15-Jan-2023 17:00

It doesn’t matter if the brand it One, Two, Poop or Sandwich it’s the standard of product and service that matters for the customer and ROI for the owners.

Here is a crazy notion, lets give peace a chance.

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#3021681 15-Jan-2023 17:25

MikeB4: It doesn’t matter if the brand it One, Two, Poop or Sandwich it’s the standard of product and service that matters for the customer and ROI for the owners.

The name may not affect the technicals, but I suggest that branding still matters strongly in marketing and public perception.

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