Officeworks: How Officeworks realised its own big idea

This paper illustrates how a new positioning shifted the fortunes of Officeworks, Australia's largest retailer in office products. By focusing communications on how office products enable people to realise their ideas, the company achieved record growth in sales and enviable brand health in a market dominated by product and price advertising. It argues that taking a combined approach to sales activation and brand building can have a greater impact on the bottom line than separating the two. It is estimated the positioning helped deliver a total gross profit of AUSD 206m over 40 months, representing a net profit ROI of AUSD 0.46 for every AUSD 1 invested.