Start something new...???

One of the earliest retail brands in the country...
High one brand recall and premium image...
OK as an overall brand...relative to global retailers.

There is always a need felt for change...CHANGE is unaviodable...as CEAT is saying...but right now leme tlk jus abt...Starting Something New.

BRAND REFRESHING...of the Shoppers Stop brand to be precise.

SS's ads have always given us a feel that we brown skinned humans still aspire to wear something worn by the fairer. Same was in this new campaign.
Which i must say is GUD.
Ever since i have seen the re-branding campaigns of SS on the TV n print, i was itching to go to my favorite chain in India. But somehow, the hide & seek prevailed..n prevailed...
But yesterday i managed to get that sneak into the New SS....

Now this was all, i got my hands on:

1. The Logo has been changed, which i saw in ads, etc b4 only.

2. And punchline now says, Start Something New...rather than Shopping and Beyond.

3. and...and....and...haan the new logo has been beautifully put on the store's carry away bags.
it really luked gud...

4. then i ran my "BRANDy eager" eyes all over the store...every corner..every section...every floor..but...once again....they proved cynics right...to be more accurate, Branding Cynics right..

because this was all that has been done...by saying Start Something New.

NOTHING, Yes Nothing else changed.

My take on SS is:

• Why do the branding & marketing brains get so myopic when thinking of refreshing a brand?

• Spending so much money just on a logo rework and a new punchline, makes how much sense?

• Many of the SS fans must have visited the stores after refreshal, and i think all of them must have felt cheated. So, where is the brand value of Honesty gone? Surely it takes a hit in my mind. STOP Cheating Indian consumers dude.

• Last but not the least. I think SS was not that old a brand needing a refreshal.

But you know, why all these things hardly make any difference either to SS (Indian marketers) or to us, beacuse there is hardly any competition still in organized retail, and more so in lifestyle retail.

So, literally WHO CARES?

I will still go to shop at SS more than anywhere else....and so wud most of u...

No options u c!!!!