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Xerox featuredXerox is no longer the “Document Company.” It no longer wants to be known for…Xeroxing stuff.

Business services now accounts for more than half of Xerox revenue. It’s a lot harder to brand a company offering a wide range of back office services than one making copiers. What the heck does Xerox do, anyway? (Better yet, what doesn’t it do?)

Xerox’s Vice-President of Advertising Barbara Basney explains the company’s new business services identity in a blog post:

What does that mean exactly?   Well…it means that we are behind the scenes helping simplify the way work gets done for customers in areas like Human ResourcesF&AHealthcare,  Customer CarePublic Transportation and Document Management.

Are you surprised that this is what Xerox is all about?  If so, you are not alone, as the majority of people don’t know Xerox is a leading provider of business solutions and services.

To get the message out, Xerox has a new advertising campaign called “Made Simple By Xerox.”

At the beginning of the first ad, the actress says a copier machine is a “tough act to follow.” She says, “At Xerox, we’ve embraced a new role.” After she walks us through some of the services provided by Xerox, she says, “How’s that for an encore?”

The second ad starts with the actress saying, “When I say, Xerox, I know what you’re thinking.” She presses a copy machine button. Like the first ad, she walks us through Xerox’s services.

What do you think of the campaign? On the one hand, Xerox wants you to know it is the king of copiers. On the other hand, it wants you to know the copy machine age is a thing of the past. I think that was the main point of the ads. “Business services” is hard to explain in 30 seconds.

Links of the Day:

– A New York Post columnist seen as favorable to Cuomo slams him in a piece that alleges the governor is “running around like a banshee” worried about poll numbers.

– Syracuse police don’t always release mugshots. Open records experts say that’s not cool.

Albany has a thriving online farmers market.

– You’ll get misty, reading this story about a Central New York family. Just do it.

– The “Hoffman’s Hottie” speaks. Please, Zweigle’s, don’t get into this kind of drama.

10 Responses to Xerox, Rebranding

  1. February 11, 2013 at 10:23 pm jeffrey rhodes responds:

    Eastman … baush n lomb and .. carlson would be rolling in thier graves

  2. February 11, 2013 at 10:26 pm Marty Nott responds:

    First, it will be hard to get an opinion without some jaundice in Rochester, because so many people here are disillusioned former employees or know people who are. Xerox’s business redirections have drained a lot of income, hope and faith from rhis community.

    My take is that the ads do a better job of saying what Xerox isn’t (or doesn’t want to be) than what it is (or wants to be), but that is a fair portrayal. They haven’t figured out where they’re going, and they reorganize so often that they make it even harder to find a direction.

  3. February 11, 2013 at 11:15 pm Edward Richards responds:

    Good point.

    George Eastman would be rolling in his grave knowing what the City has done with cameras that give tickets.

  4. February 11, 2013 at 11:46 pm justaguy responds:

    Golly I sure do hope this doesn’t bother that guy who adores politicians, but Cuomo should watch the Attica riot special WXXI showed tonight to see what happens to a Governor who places his own aspirations ahead of The People’s. I will say again that listening to the Lt. Governor of California speak about how governments MUST work in the most open way possible or suffer the wrath of leaks, Twitter, investigative reporters et al that SHALL expose systematic corruption no matter how hard crooked politicos try to cover it up. But Herr Andy won’t, sending Dufus here to slap down Ms. Warren proves that.
    And good for Xerox. Doesn’t anyone remember their stock being worthless not so many years ago? Kodak is what Xerox almost was………

  5. February 12, 2013 at 7:31 am Derek Sanderson responds:

    I don’t know what you mean about politicians who put their own aspirations first. Are you referring to King Andrew? Is he interested in running for some other office? I didn’t know that! But seriously, can he posture himself any more? I loved how he seized the New Town incident to score some points! And the way he welcomed debate on the issue, and had his laws passed after careful consideration….showed how much he respects transparency and the democratic process. Anyway, I’m sure he and Duffy know EXACTLY what’s best for Rochester, much better than the people!

  6. February 12, 2013 at 9:07 am DominionROC responds:

    The problem of the “new” Xerox is that it drifts quickly away from a manufacturing company to a service company….and this means considerably less high paying mfg. jobs in Rochester. It appears much more jobs will be dispersed throughout the country…servicing companies and government entities instead of concentrated manufacturing jobs in the Rochester Region.

    But We should be thankful that Xerox is still alive and making profits…it could of been much worse for Xerox and Rochester!

  7. February 12, 2013 at 9:11 am justaguy responds:

    Derek, yes I meant King Andy. Rockafeller thought of being President instead of doing The People’s work, exactly like Cuomo. The Post article Rachel linked is proof Andy is at that same place. I look forward to his career ending up in the same crapper as the housing market, the housing market he helped destroy at HUD.

  8. February 12, 2013 at 11:03 am theodore e kumlander responds:

    xerox is smarter than kodak. xerox did not sit back for 20 years and tell themselves ” How great we are” they have been expanding into new areas. having said that though xerox park in webster looks like a ghost town.

  9. February 12, 2013 at 4:40 pm Phil Hurwitz responds:

    I’ve had a Hoffman, I’ve had a Zweigle, but I miss my Tobin’s First Prize.

  10. February 19, 2013 at 10:32 pm john smith responds:

    It’s unfortunate that the Webster campus will be less vital for xerox’s future, but this area shouldn’t be putting all it’s hope on xerox to turn around it’s fortune.

    Right now in this community there is a growing community of entrepreneurs, both old and young. The success of this community will depend on these entrepreneurs getting the start up capital they need to grow their businesses and, have a local community support that embraces and celebrates the spirit of entrepreneurship.

    If we as a community focus so much on how many more people Kodak and Xerox will lay off the perception of this community being a community in decline will not change. On the other hand if the community focuses and celebrates the start up spirit in the area it will not only help positively improve the perception of the Rochester region, but it may draw in more VC money (which this area lacks) that would eventually translate into even more high paying jobs that xerox or kodak combined would ever be able to produce for this area.

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