Xerox Means Business, "Real Business"

28 Jun 2011 1:50 PM | Deleted user
The Ad Club's CMO Breakfast series features a different CMO (Chief Marketing Officer) or brand leader to present and lead a discussion on major industry trends and topics, typically in light of their own brand. With help from our sponsor, Microsoft, The Ad Club is able to bring these major New England brand representatives to Boston several times per year.

      

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What do you think of when you think about Xerox?

Probably something like this, right?


Well, courtesy of Jason Bartlett, Director of Global Advertising at Xerox, allow me to give you a little taste of the new Xerox; the reinvented, rebranded Xerox; the Xerox that is "Ready for Real Business."







THAT's the new Xerox. The Xerox that leverages it's big-name clients like Ducati, Procter & Gamble, Marriott Hotels, and Michelin Tires to prove that their business solutions really work. The Xerox whose business services earned them more revenue than their business products last quarter.

The beauty of this campaign lies in the execution. Xerox knows that they can't convince the public that the work they do is exciting, especially through traditional advertising. But they can easily convince us that they are more than willing to take care of the not-so-sexy stuff behind the scenes so that cool companies like Ducati can keep doing cool things, like building really fast and beautiful motorcycles. This positions Xerox as the necessary (functional) element in the equation of a successful brand (e.g. Procter & Gamble, Marriott Hotels, and The New York Mets).

Not convinced?

Click the screenshot and head over to www.realbusiness.com, Xerox's new microsite. Our Twitter followers called this, "hands down, the best B2b site" they had ever seen. So play around, watch some case studies, and be sure to download the free "Business of Your Brain" desktop app for Microsoft Outlook.



So, has Xerox done enough rebranding to change your perception of the brand as a whole? What do you think about their media placements? Have you seen these spots or their print counterparts before? Let's have it in the comments!

(or on Twitter: follow @theadclub and use the hashtag #adclubCMO)

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