Staples Inc. is overhauling its marketing as part of a high-stakes pivot away from what it was built on -- selling low-priced office supplies at big stores.
The rebranding campaign kicks off next week with nationwide
television commercials in which stores are nonexistent and products are
only shown in passing. There’s no mention of discounts either.
Instead, the spots star and extol office and building managers as
they fix copy machines, clean up spills and restock the breakroom -- all
with the help of Staples’ delivery business.. . . more