Will Vodafone's big rebrand pay off, or crash and burn?

The Vodafone brand is set to disappear from Aotearoa's marketing landscape. 
 
In its place, we will see the emergence of one.nz, with the colour green replacing the red of Vodafone. 
 
The company’s CEO has done a major telco rebrand before when he was at Spark, but it’s always risky to change something familiar. There have been some chaotic and unsuccessful rebrands. 
 
So what are some of the pitfalls, concerns and issues that can derail a rebrand? And how long does it take for a brand change to hit home?  
 
Today, Damien is joined by Auckland University marketing professor Bodo Lang to hear how a rebrand can go spectacularly right... or terribly wrong.

Follow The Front Page on iHeartRadio or wherever you get your podcasts.

You can read more about this and other stories in the New Zealand Herald, online at nzherald.co.nz, or tune in to news bulletins across the NZME network.

Host: Damien Venuto
Producer: Shaun D Wilson

See omnystudio.com/listener for privacy information.