ODP Dropped, Office Depot Changes Its Name—Again! While Staples Launches “Hard vs. Easy” Campaign.

Office Depot is rebranding its B2B distribution business yet again, proving that apparently even office-supply companies need an occasional trip to the branding department. According to Distribution Strategy, the company is dropping the ODP Business Solutions name and bringing the operation back under the Office Depot Business brand, marking another chapter in the company’s revolving-door branding strategy. After moving away from the Office Depot corporate identity to ODP and then building the ODP Business Solutions name, the company is now putting Office Depot back on the sign for its B2B operation. The latest move is designed to give business customers a more recognizable brand for purchasing office supplies, toner cartridges, ink, printers, technology, furniture, janitorial products and workplace solutions. For the B2B office supplies and toner distribution market, the message is certainly memorable: ODP is out, Office Depot is back—and customers can only hope the name stays put this time.

Meanwhile, Staples is also stepping up its B2B strategy, but instead of changing its name, it is changing the conversation. As reported by Marketing Dive, Staples has launched a new “Hard vs. Easy” marketing campaign featuring a new “Hard Button,” positioning Staples as a one-stop business supplier that can help companies simplify purchasing across office supplies, technology, facilities, furniture, print and marketing services. So while Office Depot is busy changing the name on the door, Staples is telling businesses that it can make everything behind the door easier. Two office-supply giants, two different strategies—and plenty of competition for the lucrative B2B workplace market.