Office Depot's President, Kevin Moffitt, discusses the strategic overhaul of their brand with the new "Imagine Success™" platform. This episode reveals how direct customer and associate feedback shaped key messaging, positioning Office Depot beyond just supplies to a comprehensive business partner. It offers insights into transforming a legacy retailer to meet the evolving needs of modern businesses, especially in supporting hybrid work models and integrating technology solutions.
Key takeaways
To successfully rebrand, actively solicit and integrate feedback from both customers and internal associates to ensure the new platform resonates with actual needs and aspirations.
Embrace a holistic approach to rebranding that goes beyond superficial changes, focusing on how the brand can genuinely empower customers to achieve their goals, whether that's through new ventures or adapting to hybrid work.
Integrate diverse business capabilities and sub-brands under a unified brand experience to offer comprehensive, end-to-end solutions that differentiate the company in a competitive market.
Differentiate your brand by positioning it as a collaborator in customer success, articulating how your offerings directly contribute to their achievements rather than just fulfilling a transactional need.
To adapt to market megatrends like hybrid work and increased entrepreneurship, continuously evolve your value proposition and offerings to provide relevant technology and business solutions, as exemplified by Office Depot's expansion into managed IT services.
In episode 400 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kevin Moffitt, president of Office Depot, a leading provider of business services and supplies, products and technology solutions with banner brands Office Depot®, OfficeMax®, CompuCom® and Grand&Toy®. Moffitt discusses Office Depot's new Imagine Success™ brand platform (0:58), how associate and customer feedback helped influence the…
To successfully rebrand, actively solicit and integrate feedback from both customers and internal associates to ensure the new platform resonates with actual needs and aspirations.
What does this episode say about retail & omnichannel?
Embrace a holistic approach to rebranding that goes beyond superficial changes, focusing on how the brand can genuinely empower customers to achieve their goals, whether that's through new ventures or adapting to hybrid work.
What does this episode say about founder & leadership?
Integrate diverse business capabilities and sub-brands under a unified brand experience to offer comprehensive, end-to-end solutions that differentiate the company in a competitive market.
What does this episode say about brand & content?
Differentiate your brand by positioning it as a collaborator in customer success, articulating how your offerings directly contribute to their achievements rather than just fulfilling a transactional need.
What does this episode say about brand & content?
To adapt to market megatrends like hybrid work and increased entrepreneurship, continuously evolve your value proposition and offerings to provide relevant technology and business solutions, as exemplified by Office Depot's expansion into managed IT services.
