Business Services Industry
Xerox overhauls brand image.(News)
B to B, January, 2008
Byline: BETH SNYDER BULIK
Brother Dominic wouldn't recognize his time savior anymore.
Centenarian technology company Xerox, famed for a Super Bowl campaign showing a monk copying-rather than transcribing-sacred manuscripts, is undergoing a face-lift to reflect the modern digital software and services brand it has become.
Indeed, the old-fashioned "copier company'' and the even more recent "document company'' now introduces a product or service every 11 days, said Richard Wergan, Xerox VP-worldwide brand advertising and marketing. About two-thirds of the company's revenue today comes from products and services launched in the last two years, he said; and services generated $2.5 billion in sales for the first three quarters of 2007, an 8%...
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