According to Chuck Rubin, EVP and chief merchandising/marketing officer for the retailer, office supply superstores are interchangeable in people's minds. He believes that "Taking Care ofBusiness" differentiates 19-year-old Office Depot from its core competitors.
Independent research conducted on behalf of the Delray Beach, FL-based retailer shows that 76% of business customers who reviewed taglines from the three top office supply superstores felt that "Taking Care of Business" best represented a company in that industry.
Moreover, the research demonstrates that the tagline scored highest on brand attributes that are most desirable to small business people including: a professional shopping environment; respect for my business; a company with a professional image; high quality office supplies; and is for a business like mine.
As part of the campaign, a series of television and radio ads will featuring Office Depot as the partner that successful business people depend on for the essential tools they need to get the job done right.New television and radio commercials created by advertising firm BBDO New York present stories that illustrate how Office Depot helps small business customers help themselves to succeed. All ads conclude with: "You take care of business. We take care of you. Office Depot. Taking care of business."
As GSR has reported previously, Office Depot, whichhas 923 retail stores in North America, has recently experienced some difficulties including the abrupt resignation of CEO Bruce Nelson last month, disappointing third-quarter results and announcements that it would trim about 2% of its North American workers.
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