| Staples - Corporate Express Rebrand Implementation
Brand Implementation Expertise
By VIM Group - Global Leader in Brand Implementation
Industry: brand Implementation
Country Base: USA and Europe
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - US stationery giant, Staples, announced the takeover of Dutch wholesaler Corporate Express in June 2008. This takeover made it possible for the company to enter the B2B market for office distribution in Europe. The completed acquisition of Corporate Express by Staples, the world's largest office products company, resulted in a combined annual revenue of $27 billion.
Challenge - As a result of this takeover, Corporate Express had to be rebranded to Staples. The VIM Group, the global leader in brand implementation, was contracted to manage and implement the complex process involved in the required changes of Corporate Express facilities and assets throughout Europe.
Strategy - The project involved 35 facilities in countries like Germany, France, Italy, Spain, Norway, Poland and United Kingdom. VIM Group's activities included surveys, visual packs, planning applications, production and installation. Using advanced web-based applications and its international delivery network of experts, the company was able to manage the project centrally and implement locally.
Result - This approach assured achieving both brand consistency and cost efficiency, two important objectives of any rebranding exercise. VIM Group also advised Staples' management on potential visual improvements based on their standard communication value criteria. The result has been a successful transition and clearly improved brand experiences during stakeholder visits.
Credits:
Client: Staples - Corporate Express - www.corporateexpress.com
Brand Implementation Experts: VIM Group - www.vim-group.com
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