Thousands spent on last minute signage? The booze flowing freely? Highly paid speechwriters? Hotel rooms and flights for all those employees? DJs? Bands? Fireworks? The big reveal of a slightly modified logo? That cost ($16M) would have saved a lot of families a lot of pain today. A lot of kids crying when parents come home out of work. A lot of expecting parents getting very stressed out before a new birth. 'Nuff said.
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Well don't you know? It's because of all the new brands that are exclusive to Staples so they can be used as a differentiators by the sales force.
Oh wait, they'll also be sold on Amzn through HT and by WBM and countless others through Ess.
It was and is an internal pump and dump scheme. They're just dragging us all along till we are not of use. Then its C YA
I agree and remember thinking about the costs when the new logo was unveiled. New driver uniforms, new skins on trucks, fees to creative agencies, it all adds up. People posted back then that a new logo would not solve the core problems and declining OP market, and they were right. All those embarrassing videos on LinkedIn of people gazing adoringly at the new logo at the sales conference. It was embarrassing. Like it solves anything. Anyway, I’m sorry for the people affected. Having gone through it last year, I can say that there is life after Staples though, and you can’t lose hope.
Yes, because the status quo sure had us on a good path.