SnapAV, distributor of a multitude of security, A/V, and networking products and the owner of smart home tech maker Control4, announced on Tuesday that it is rebranding as Snap One.
In a briefing with members of the media ahead of the announcement, Kordon Vaughn, VP of Marketing for Snap One, said that given the evolution of the industry and company itself, the name SnapAV just did not fit anymore.
“We’ve been kicking this around, thinking about this for quite a while and we said, ‘ok, what are our priorities? What are our goals?’ All of these things boiled down to these two thoughts: the first is we want our name to reflect who we are and embrace our aspirations for the future,” Vaughn explains.
After considering this, Vaughn says they felt the name ‘Snap One’ best encapsulated who the company is and what they want to accomplish in the marketplace, which is to be the “one” partner that integrators can depend on.
“We first took on the name ‘Snap’ to represent our mission to make our partners’ lives easier. Every interaction an integrator has with us needs to be simple, a ‘snap,’ so that was the purpose of our founding and that remains our purpose today. As we think about our aspirations for the future and boil that down into a simple sentence it is this: it is to be an integrator’s most valued, most trusted partner – the one they keep coming back to again and again because they depend on us because we solve the problems for them.”
Having a name that resonated with integrators beyond the AV market also factored into the rebranding decision, according to Vaughn.
“We’ve had instances where we’ve gone to tradeshows, had conversations with potential new customers and they said, ‘oh, I thought you were an A/V company. You sell all these different things that I can use in my business?’ he says. “Clearly, we’re moving away from that – we’ve been doing it as company for some time – but the name kind of got in the way.”
Vaughn says that the rebrand will have relatively little impact on how integrators interact with the company on a day-to-day basis and that things will remain business as usual from that…