How Vodafone Ireland used emotion over the long-term to build brand value and resist commodification

Vodafone Ireland has faced down a commodifying market by building its brand. In a world of discounts and deals, it identified the quality of its network as the big source of premium value to customers. It took the existing strength of its network, previously unexploited, and focused on it in communications – consistently, emotionally, for over four years. By keeping its communications on course through price wars, even competitive mergers, it built value and took the lead in the most valuable and growing sector of the market, Post-pay, and returned over €100M to the business.