Xerox’s Brand Repositioning Challenge


I’m a bit of a media junkie. I watch, read and listen to business news with an eye toward what’s breaking and with an interest in how other brands are marketing. My media habits also give me a different perspective on the marketing I lead at Xerox. When our spots appear on CNBC’s Squawk Box, I’m watching like any other business person. It’s part of my daily morning routine, and depending on other distractions (like my 9-year-old daughter asking if she can wear lipstick to school. That would be a “No.”), I’m making mental notes of what I’m seeing. It was that real-time perspective that convinced me it was time to change the creative approach to our advertising.

Two and a half years ago, we launched a campaign that put our customers front and center, giving us the opportunity to talk about how we’re behind the scenes helping them be successful. It was well-regarded creative, featuring P&G’s Mr. Clean, the Target dog, the Michelin Man, the New York Mets’ Mr. Met, as well as bellmen from Marriott and flight attendants from Virgin America. Many other clients reached out asking if they could be in the campaign. It was award-winning, clever, memorable creative that cut-through traditionally stale B2B marketing. But it was a story told in chapters. And to get the entire plot, you really needed to absorb the entire book.

You see, Xerox is going through a huge transformation. After acquiring Affiliated Computer Services — the largest diversified outsourcing company in the world and likely one of the biggest companies you’ve never heard of — in 2010, we quickly shifted from the document company to one that generates more than half its revenue from business services, like operating call centers, processing insurance claims, handling automated toll payments, like EZ Pass, and more. To start challenging the perception of Xerox as just a printer and copier company, we dialed up the messaging on all the phenomenal clients who outsource their back-office functions to us.

Continue reading at AdAge.com

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