Great branding: helping people connect with valued but intangible benefits PART TWO

SITUATION
Staples had nothing to differentiate itself in the business supplies category. Office Max and Office Depot offer the same brands at similar prices.

CHALLENGE
Find some aspect of value relevant with consumers that would reposition Staples as a better choice.

SOLUTION
Visual: The Easy button icon promoted simplicity, convenience and a hassle-free experience in a fun way.

RESULT
Staples has created a compelling basis for differentiating by making formally intangible qualities visible.

The button device was so highly appealing that its popularity extended far beyond what was expected. Over 1,000,000 were made bought and it passed into popular culture, inspiring extensions and imitations.