Staples is introducing M by Staples, a new line of stylish business items, after discovering that most people think their business gear says far more about them than their clothes. Ackermann PR’s art director and guest blogger Travis Akard says it’s about time:
I’ve become aware of the fact that when I make buying decisions I am greatly affected by the way a product looks in relation to its functionality. If two products do the same job, but one is more attractive I’m going for the more attractive product every time-even if it costs five or ten dollars more. I always thought it was the designer in me that was feeding my desire for oddball or distinctive items. But, it really has everything to do with personal style. I’m finding this feeling extends to my choice of storage containers, dinnerware, picture frames…even my ironing board cover. I’ve needed a new one for a long time but have yet to find one I like. It’s an ironing board cover! Who cares?
Expressing a personal sense of style in even the most mundane items is rooted in an understanding that it’s okay to be different. Not everything has to be manilla, black or white. When I was interviewing for jobs after college I had my portfolio in an old cardboard laundry box from the 1940’s. I can’t tell you how many conversations that box started and how distinctive it was simply because my work wasn’t contained in a black leather book like everyone else.
82% of people say the first thing they notice in business meetings is an office supply item like an eye-catching folder or pen. Just 18% say they notice someone’s shoes. Staples is brilliant for tapping into people’s strong desire to differentiate in the business world. Maybe they’ll turn their attention next to ironing board covers.
