I still can't tell the difference between OfficeMax and OfficeDepot. Variances seem to be based more on individual stores than on corporate brands.

So, I patronize the one that sends me the most valuable coupons, and that's been OfficeMax. It allows coupons to be used for technology-related products, like printer cartridges.

OfficeDepot coupons are not valid for technology (although there are occasional offerings for HP products, which I no longer have a need for).

If you want your members and customers to be loyal to your brand, make sure the brand is distinguishable (in a positive way) from its competitors.