Staples Nails It.
I thought it was a brilliant move when they created the novelty "Easy Button" as an advertising specialty for sale in their stores.

Now Staples has amped up their brand by creating a "real" Easy Button for your desktop. The now familiar red-buttoned icon stays on your desktop until you need to hit it -- and then it unfurls a useful toolbar that allows your to search for office supplies, visit the online stores, view specials, the weekly circular, redeem points in their customer rewards center, or find the store location nearest you. When you're done, hit the button again and the toolbar disappears, leaving your desktop clear and the Easy Button at the ready. You can move the button around your desktop, or minimize it to the desktop tray -- where its icon is also represented by that brilliantly branded red button.

Staples appears to be pressing all the right buttons in building this cute little advertising gimmick into a full-blown brand of its own.