Staples aims to change image with new slogan

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Staples Inc. is launching a marketing campaign with a new message for customers: It's not just the place to go for paper and toner anymore.

The Framingham retailer is swapping its familiar “That was Easy” tagline adopted a decade ago for “Make More Happen,” a new slogan meant to depict Staples as a convenient one-stop shop for a vast assortment of products.

The campaign is the latest attempt by Staples to transform itself from the king of the office supply superstore to a huge online marketplace with a much smaller physical retail footprint. Harsh trends in the office supply retail business are prompting that shift. Customers simply need less paper, ink, and toner in the digital era.

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