Updating Brand Associations

Not long ago, Xerox was branding itself as The Document Company–but that is a tough identity to own in an era of screens rather than reams (of paper). Xerox Logo

 

Enter a new campaign, billing Xerox as a process–rather than paper–based company. The new ads cluster under the title “Made Simple by Xerox.” 

Do they work to change brand associations?

 

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