(Telecompaper) Vodafone has announced a new, global, brand strategy that puts optimism at centre stage. The new strapline will be: "The future is exciting. Ready?". The first part will be translated into local languages with the second part in English. For example: "il futuro straordinario. Ready?" in Italian; and "El futuro es apasionante. Ready?" in Spanish. The new strategy will be applied in the 36 countries where Vodafone is present and is the first change to the brand since the introduction of the "Power to you" strapline in 2009.