Viking Catalog - Putting It All Together (3,692 words)

Remembering Who They Are

Prior to his five-year career at Viking, Ciavola was a member of the sales force for Quebecor Printing, where Viking was his largest account.

Ciavola explains that the Viking brand identity "has not changed a heartbeat [since the acquisition]." As for the Office Depot brand identity, it went through a series of changes and different tag lines, "and now we've taken it back to 'taking care of business,' a true identity which separates us from the crowd of superstores. Dave Fuente, who heads the combined companies, has taken us back to that marketing theme."