Bailout advertising goes negative

Low-brow Staples Advertising
Just over a month ago, on December 10, Office Depot announced that they were closing several stores. Hardly the first to succumb a worsening market, Office Depot joined OfficeMax in announcing cuts that will leave additional workers looking for jobs.

The ink had barely dried on Office Depot's announcement when the dinging of my mail program played the new mail sound. There was the email from Staples asking "Will Office Depot closings affect you?" My initial thought was that this was a little bit of a cheap shot but would likely have some useful information. Instead upon opening the email it turned out that Staples was purely spreading fear, uncertainty and doubt. Far from offering solutions and providing information on how Staples might help, the email instead was designed to play on fears that Office Depot's troubles will cause my business to have problems.

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