Viking’s rebrand marks a change in strategic direction for the online stationer. Adopting a more personal and friendly persona through its energetic identity, Viking is seeking to increase market share by appealing directly to the consumer.
To this end, Viking has launched a TV advertising campaign and a new website with separate areas for business and personal consumers. The success of this rebrand hinges on the connection made with both target audiences and the recognition that the personal consumer is also likely to be the person responsible for ordering the business stationery.
Source: Brand Republic