71Signal
Score
Score
M
Marketing Diveby Peter AdamsSeptember 17, 2026Staples’ CMO on introducing a Hard Button amid bigger B2B push
Staples is leveraging a creative campaign that introduces a 'Hard Button' as part of a broader B2B strategy, highlighting the challenges businesses face. This approach not only reinforces Staples' commitment to solving workplace issues but also differentiates its offerings in a competitive market.
◎ EmergingcampaignstrategyStaples
Marketing Dive: A full-funnel campaign focuses on a dark alter ego for the Easy Button that leads to workplace conundrums like misprinted store signs.
Intelligence PanelSignal score: 70.5 / 100
Primary Signal
Emerging
Building momentum — trajectory being tracked
Brand Impact
Medium
Impact score: 70/100 — moderate relevance to positioning decisions
Novelty
Moderate
Novelty: 60/100 — iterative development of an existing theme
Action Priority
Soon
Flag for the next strategic review cycle
Scoring Rationale
The introduction of a unique campaign element like the 'Hard Button' in a major brand's B2B strategy is significant and relevant, though not entirely unprecedented in marketing approaches.
70
Impact
weight 35%
60
Novelty
weight 30%
80
Relevance
weight 35%
Brands Mentioned
SStaples
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