Daily Archives: September 10, 2010

Rebranding Xerox

Xerox has become a victim of its own success.  The word has become a verb in common global usage, and the company has moved way beyond copying.  So what was an asset is now at risk of becoming a liability.

You can read and/or listen to the story at: http://marketplace.publicradio.org/display/web/2010/09/06/pm-a-xerox-beyond-copy-machines/ 

The bottom line is that Xerox plans a makeover driven by a big advertising and marketing campaign.  Branding consultant Rob Frankel observes that Xerox’s past attempts at transformation haven’t worked all that well and that:

Advertising will raise brand awareness, but if people don’t understand why they should care about the brand, then it’s going to fail.


He thinks there are a couple of hurdles for Xerox: It’s got to convince people it does more than make copiers. It also has to explain its new services and convince potential clients that it does them best. That’s a tall order for any marketing campaign.

 Post written by Peter Bloch, consultant to CAS-IP