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Articles tagged with OfficeMax:

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SEP 1

OfficeMax Magic

Bob Thacker says his plans to make us love OfficeMax are right on target. An exclusive Q&A interview by Tim Manners.

Hub, September 1, 2008 — Twenty years ago, when he was a marketing chief at Target Stores, Bob Thacker says he used to hear the same thing all the time: “Target? Are you kidding me? It’s a discount store in Minnesota. It’s kinda dumpy.”

Well, it took 20 years to turn around Target, and Bob was right in the thick of that transformation from “kinda dumpy” to “pretty darn cool.” Today, as chief marketing officer of OfficeMax, Bob is once again relishing a Target-sized challenge. “We’re the third-place brand in a category that has no differentiation whatsoever,” says Bob. “Office supply stores have long been dubbed as dull and uninspiring. But if you do things that are totally unexpected and surprising, it suddenly begins to breathe humanity into a category... continue reading

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JAN 7

The Rules of Viral Web Success, At Least for Now

Adweek, January 7, 2008 — The site is undeniably frivolous. Visitors are greeted by a quartet of shimmying elves with cutout photos pasted on their bodies. They are invited to do the same and pass it along to their friends. It is neither a work of fine art nor a technological marvel.

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DEC 2006

Revenge of the Generic

Copying Target's model, chains such as Office Max and Costco are developing more upscale, store-brand products and customers are buying them

BusinessWeek, December 27, 2006 — It used to be that few people would admit to buying generic. You remember, those almost comically minimalist packages of food, starkly decorated with text indicating the contents—"Spaghetti" or "Frozen Peas"—produced and sold by grocery-store chains

Category: Brand Strategy
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SEP 2006

a third to a half of commercials do not generate any brain reaction at all

New York Times, September 19, 2006 — FKF Applied Research

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SEP 2006

Enlisting Science's Lessons to Entice More Shoppers to Spend More

New York Times, September 19, 2006 — A shopper entered the OfficeMax store in Macedonia, Ohio, and paused briefly to pick up a canvas shopping bag from a rack near the front door. Ann Marshall, an artist who has a part-time job as a sort of anthropologist of shopping, noted that on her clipboard.

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