Pinpoint the case evidence you need – search by industry, objective, media and more.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's best marketing campaigns and companies.
Browse Warc by subject.
Brands & branding
Consumer research & insight
Media channels & touchpoints
Key Warc papers on marketing best practice.
In-depth analysis of 200 global brand owners.
Develop your skills as a marketing strategist.
Compare your ROI with the Warc database.
Get the edge you need in new business.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Overview of databases, forecasts and reports.
Annual ad expenditure data for 96 markets.
Media Costs Database
Compare costs by media and target audience.
International and Consensus ad forecasts.
Trends by primary media and second screen.
Global Marketing Index
A monthly indicator of the state of the industry.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
The Warc Blog
The Warc Blog
Feedback / Complaints
Other Blogs We Like
Account Planning Group UK
Account Planning Methods
ANA: Marketing Musings
Brand Keys: The Keyhole
Garfield at Large
Harvard Business Review
Joe la pompe
Market Research Society
One Size Fits One
Straight Talk with Nigel Hollis
The Warc Blog
Duplicating Brand Success
, President, Brand Keys, Inc
As seen in many categories out there, copier brands find themselves in a state of flux. To begin with, there is the more accurate description of what today’s copiers actually are—however, that remains a mouthful; “multi-functional product office copier” doesn’t exactly roll off the tongue. And that’s just the copier side of the business. Brands that built their company on the ability to replicate are now attempting to carve out unique turf when it comes to performing document management services for companies.
Xerox, one of those few brands whose name was in the enviable position of being used as a verb by those of us who can remember “xeroxing” our expense reports, is doing much more than copying these days, and wants to tell you about it. A recent ad, linking them to one of the sexiest motorcycle brands on earth, Ducati, is both funny and metaphorically sound, if a little far-fetched. Why a test-driver in a wind tunnel is also responsible for translating documents into Portuguese is not really the point, however. The point, and a well-made one, is that businesses should keep their eye on the prize—mainly, who they are and why their products are bought. In Ducati’s case, it’s kicking bikes that ignite consumers, not their exemplary translation skills.
We track Xerox in our Customer Loyalty Engagement Index, an annual ranking of hundreds of brands by how close they come to what consumers really want in the category in which they participate. This year, the MFP Copier brands ranked as follows:
Konica Minolta/ Canon (tie)
As Xerox races to first, they could find a worse partner than Ducati to carry the message of speed. But this ad can serve as a reminder to all brands that process, while important, is not the kind of emotional driver that wins fans. Knowing what matters most to consumers is the strategy every brand needs to copy.
19 October 2010 15:04
comments on this blog
Add your comment here:
Posting your comment.... please wait
TV Trends: The Missing NFL Viewers
From AR to VR to MR
Four data lessons from history
Life in Flow – Tap Science for Better Creative
Are social media and gaming good for us?
Point of view: The social media detox
Time to synchronise
Beats by Dre: R/GA - Old school marketing to a new generation
Limber Up: Strategy & Planning – The Agile Way
Hover cars, branded content and guanxi at Cannes' China Day
Get daily news
Do I subscribe?
Request a trial