For just one day Staples is like the Dome of the Rock or Calvary for the mourning fans of Michael Jackson. The merchandising options are endless.

Without any strategic planning, Staples has hit the global brand jackpot for the hosting of the MJ Memorial Service at the Staples Center. Tomorrow that association will be a remnant. Graceland will embrace its new sister Neverland and the Center will move on to Beyonce and the Ringling Brothers.

Out of interest I checked to see that there is any reference to Michael Jackson on Staples.com shopping site. Ask any respectable Director of Marketing Communications and you would be told:

"To do so would be a perfidious act of wanton exploitation to sully the genius of the great Rock performer's memory which would cause outrage among the loyal and devoted fans."

But let's make no mistake. The untimely passing of Michael Jackson is one of the biggest merchandising opportunities of this young century for 'Some Business'. Billions of dollars will be made from fans eager to wear their memorials and treasure the memories.

So what could Staples, the brand at the brief epicentre of this marketing maelstrom do in the way of customer-centric marketing (by which I mean a compelling act that is representative of the values of its customer base)? And what would their incentive be?

I am taking a wild guess, but what if 5% of Staples customers are Michael Jackson fans, who are, right at this moment, more predisposed to promote the values that their pop icon supported than any other time?
And what if Staples introduced a line of MJ stationery, (with permission from the family), with a healthy percentage of the net proceeds going to charities/foundations that Michael supported?
And what if those same customers buy other products while in the Staples store?
How would it be if the Staples association with Michael Jackson became more tangible than a one-day venue?

Crass, or customer-centric?

If the purpose is to build continuity, frequency and loyalty within the customer base then there is a perfectly lined-up reason: Staples has Michael Jackson fans as customers, Staples is the Centre of the Memorial, Michael Jackson lived for certain causes and ideals, ergo Staples could be a conduit to perpetuate those values and strengthen its own customer loyalty.

There is a difference between exploitation and customer-centric values and the difference is not about the motive, as much as how you demonstrate your support of your customer's values. All social marketing has a profit motive. We know that from the PR. Altruism needs no public declaration. But I don't have a problem with it. A business is channeling my money into something I care about. I want to know about that. I want to buy into that.

I am not saying Staples should do anything about it and I don't really care one way or another. But they "could" if they had the right sensitivities for customer values-centric marketing. Do they care? Do they need it?

Some marketers shy away from sensitive issues for fear of presenting the wrong message. It is delicate, needs the right touch and is one of the most persuasive forms of advertising, as anyone in cause-related marketing will tell you.

This is a banner case, a tragedy, a brand association. But It doesn't have to be always about something drastic. Just about relevant and meaningful values to the customer audience. Staples can move on with a "Thanks for the Memories." But if they really cared about those customers that are fans, they could do something really meaningful. More meaningful even than a line of MJ stationery.