B-to-B Insights: Lost in Translation
Staples’ Tagline is Easy
Staples, the multichannel office supplies giant, differentiates itself in a crowded field with its now familiar and quite simple tagline: “That was easy.”
Staples’ Web site gets right to that point. The homepage minimizes gratuitous Flash elements and presents a highly functional table of contents as the main graphic and navigational component. The design may not win beauty pageants, but Staples.com always gets high marks in usability studies because it’s so easy to use. This is a brand that transcends logos, fonts and color palettes. Even site navigation delivers on its slogan.
- Companies:
- Livers Bronze
- Staples
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
