Articles tagged with Staples:
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JUL
21
New York Times,
July 21, 2008 —
Staples’ Easy Button is the star of the company’s new back-to-school advertising campaign, which uses humor to directly address its customers’ financial worries.
The button, a concept invented by Staples’ advertising agency, McCann Erickson, for the 2005 Super Bowl, is the centerpiece of three new 15-second spots that begin running in select markets, primarily in the southern United States, on Monday; ads will be introduced nationally Sunday.
MAR
6
It's a brutal market, so why does Staples think it's a good time to go upscale with office supplies?
BusinessWeek,
March 6, 2008 —
On one side of the Staples in Needham, Mass is the office supply chain's past. Plain manila folders, stacked in generic blue boxes, are $6.29 for 100. Six aisles away, on the other side of the store, lies what Staples (SPLS) hopes is its future: A dozen file folders, made of thicker stock and decorated with black-and-yellow stripes, are displayed on a faux mahogany table, like sweaters at J. Crew (JCG). They don't have price tags. Instead, a discreet sign on the table reads $6.99 for a dozen.
Staples is trying to take mundane office supplies upscale. Inspired by high-end stationery chains such as Crane & Co. and Papyrus, a new private-label brand, dubbed "M by Staples," features spiffy leather journals, several lines of stationery, business card... continue reading
JAN
14
Where is Innovation in Marketing Today?
Hub,
January 14, 2008 —
Ann Lewnes: In Adobe's humble opinion, it's all about the web. The reason is, you can be incredibly innovative on the web, but you can also be incredibly precise. The web is at the intersection of art and science.
JAN
2007
Senior-Level Marketers Must Anticipate and Embrace a Massive Reinvention of the Marketing Function
CMO Strategy by AdAge,
January 29, 2007 —
Over the past two years, my contributions to Advertising Age have ultimately supported a single theme: Our fast-changing world is forcing a massive reinvention of the marketing function and its leadership. And those senior-level marketers who can't anticipate and embrace the implications and opportunities will be marginalized, at best, in their roles.
JAN
2007
Prophet,
January 1, 2007 —
In this article, Scott Davis discusses the challenges being faced by Senior Marketers and four key mandates they should address on the path toward becoming empowered CMOs.
DEC
2006
New York Times,
December 17, 2006 —
About two years ago, the office-supply chain Staples began a new advertising campaign. According to Shira Goodman, Staples' top marketing executive, the chain decided to peddle the perception that it's a particularly easy place to shop. ''All of our ad gurus got together and said, 'How do we make this amorphous concept of ''easy'' very tangible, so our consumers can really hang on to it?'
MAR
2005
Economist,
March 10, 2005 —
How and why smart companies are harnessing the creativity of their customers
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