You would have to be living under a rock to avoid the "easy button". The "easy button" is the new brand image for Staples. BussinessWeek Online speaks to the real work that goes on behind the easy button. The important point in this strategy is that making life easy for your customers doesn't mean making life easy for yourself. Training, communications and rewards all have to be aligned behind the strategy if any brand promise is to be successful.
Don't think a clever idea or interesting turn-of-the-phrase will create a brand. The customer experience has to support the promise and the people responsible for translating the brand into an experience need to do the hard work.
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Marketing and Incentive Design Consultancy