Xerox is unveiling a new brand strategy called "Work Can Work Better," to get across the point that the nature of work has changed, with more processes to deal. But the company says it can help businesses and governments achieve better results.
“The business environment is complicated and noisy,” said Ursula Burns, Xerox chairman and chief executive officer. “Our customers look to us to simplify their business processes and develop solutions that improve their operations and performance.”
This is the first new brand effort under Chief Marketing Officer John Kennedy, who joined the company last summer. He says that “The technology choices available to address business problems continue to expand. Clients need practical solutions that address the way people, business processes and technology intersect for real business outcomes.”
The new advertising will initially include two 30-second TV spots describing how Xerox works behind the scenes to manage business processes and improve how work gets done. Other media include six print ads, the first of which will debut Sunday at the US Open tennis tournament.
Xerox increasingly derives more of its sales from business services, which now make up more than half of its revenues.
Here's one of the TV spots featuring the new branding:
