Wednesday, September 15, 2004

The New Xerox Identity

Xerox has dropped “The Document Company” as its tagline. It has, instead, opted for a list of service offerings: “Technology/Document Management/Consulting Services.”

The pragmatist in me applauds the effort to speak plainly and directly about what the company actually does. But the brand strategist in me can’t help but be perplexed. Where is the vision? Where is the promise to the market that only Xerox could make?

Technology and Consulting Services? Does it get any more generic than that? This new tag seems to be their solution to the fact that people still think of “documents” as paper – as opposed to having a more multimedia connotation. (The word “file” has been able to transcend medium much more successfully than the word “document.”)

Document Management remains a solid depiction of what Xerox does – but why obfuscate that with generic phrases that any service business can tout? Of course there is technology. Of course it is a consultative process. So how do such phrases add value within the limited real estate of a tagline?

Xerox is missing an opportunity to truly build upon their equity in “The Document Company” - which they could do by further defining “document management” and creating an aspirational picture of what that can and does mean for their clients.


Blogger Smartie said...

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October 13, 2005 at 10:06 AM  
Anonymous Xerox Phaser Ink said...

Hey JP,
Sounds great that you know all about your stuff! Its intriguing when you speak to someone who knows what they speak about, as oppose to reciting it from someone else they learned from. I can see you are very experienced and with your credentials it is quite obvious that you will make it far in life, or have already made it far in life :)

January 1, 2009 at 9:39 PM  
Anonymous Xerox 8560 ink said...

Wow.! Period then exclamation mark because its quite the revolution! Its about time that companies endure a bit of a twist in their representation, its not often we get to see something like this but hey it'll be worth the production! A company's image sometimes needs a different approach or way of handling situations. Whether people think it to be unique or not, Im my own individual and nothing will get in the way of my vision!

April 29, 2009 at 2:58 AM  
Blogger Raymund said...

We sell Xerox toner cartridges" online. We believe that the new tagline is not competitive enough. Xerox should think of another tagline.

April 1, 2011 at 1:03 AM  

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