Snapdeal re-branding : The deeper look

360 degree perspective on Snapdeal Re-branding

Red reminds me of Roses

Red reminds me Apples

Red reminds me of Santa Claus

Red reminds me of Passion, Love and Adrenaline

And now Red will remind me of- SNAPDEAL

360 degree perspective on Snapdeal’s Re-Branding

Snapdeal’s fresh new logo has been the talk of the town

Many brand enthusiasts, consultants, marketers and aspiring students have been discussing and putting forth their own point of views – positive as well as negative

Before I put forward my point of view I will honestly share the fresh first reactions of friends around me at workplace and elsewhere

A1: This is so pink. Is it only for girls?

A2: It is so desperately pink

A3: Is it Saraswati bank’s logo?

 

A4: It is simply so cool

Let us look at the different brand elements one by one-

Value Proposition extended by the tagline - “Unbox Zindagi” Personally, my thoughts just resonate with what Snapdeal wants to put forward. I feel aspirational, happier and something to look forward to whenever I receive any parcel, letter, or even better a box. There is something new which I wish to discover. The emotion of Discovery has rightly been captured. And I believe in the entire branding, the thought and intent put behind exuberates brilliance. Simple, basic and very true. Snapdeal has done away with objectification. No clothes, musical instrument or a gadget. It is now about unboxing values – Happiness, freedom and Zindagi

The box :

This logo for sure is edgier and more on the contemporary lines. It does make sense to create such brand impact when it is about the E-Commerce sector. E-Commerce is about new discoveries and the logo certainly looks up to that, adding to that, it could have been a bit traditional so that it appeals to all and sundry cutting across segments of psychographic, geographic and demographic divides.  

Logos and symbols mean a lot: The Nike Swoosh, the iconic Instagram camera, the Looped M of Mc Donald’s have been strong enough to create space in our hearts. They have been symbols of trust. They invoke emotions which lead to preference buying and the point of the curve has been reached where the consumer will start choosing the brand of E-Commerce rather than the brand of product. For me, as of now it is Amazon.

I am sure the red Snapdeal box would now prove to be synonymous to ordering online and with such a high probability of being spotted from far the red box will now show Snapdeal as an iconic brand.

The color Scheme- Though on most of the platforms, they have said it is red. But it is definitely not the classic shade of Red. It is shade similar to Vermello

Shades of Red generally indicate Excitement and Boldness. Red has also been the color of most of the legendary brands across the globe. Few notable examples are- Coca Cola, Vodafone, Kellogg’s etc. Given the fact that Red has the longest wavelength on the spectrum, it catches attention most vividly

But the point of time when the Snapdeal re-branding has been done is bang on!

Now is the time when a user is looking beyond the values which only hold transactional benefit. With Amazon and Flipkart already ahead of Snapdeal, it was important to establish a positioning which stands out so that mere giving discounts only do not win over the consumer. And Snapdeal sure has emphasized on the fact that the person who receives the order, is a Consumer and not a customer.

That is the reason why a consumer will now receive the box which is red in color instead of the boring and monotonous brown colored boxes which are thrown away the moment they reach to us. I wonder with the beautiful and bright Vermello boxes I might just end up keeping them for me.

On a serious note, the great aspirational Indian middle class might even reuse these boxes, extending the brand recall by many days

With investors now being overly cautious and funding going down, E-Commerce companies must definitely not depend much on just Discounts. The shift from “money” to “connect” as a value proposition will perpetuate in the similar way as it did for millions of other products which cut across sectors, especially in FMCGs, Telecoms, and Automobiles

The result- This wonderful re-branding will work magic only and only when the operations are smooth ensuring smooth deliveries.

The new Snapdeal re-branding is so fresh that it will distinctively catch your eyes.

Prasoon Joshi himself has penned down the lyrics of Unbox Zindagi which will for sure steal our hearts like the red cherry on the cake ;)

Oh by the way, Coca- Cola gave Christmas the memorable Red Santa Claus. Need I say more?