How Xerox Tapped Unlikely B2B Emotions

Geoffrey Precourt

The presentation by Barbara Basney, global advertising director of Xerox, to the Engagement Council meeting of the Advertising Research Foundation (ARF) during New York City's 2009 Advertising Week is the subject of this report by Warc's U.S.

How Xerox Tapped Unlikely B2B Emotions

Geoffrey PrecourtWARC

Geoffrey Precourt is reporting from New York throughout Advertising Week 2009. Read his latest stories and analysis atwarc.com/precourt . 

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No one really ever cuddled up to a copier machine. But for years, Xerox's proprietary technology had given the company such a dominant market share that it never really needed to make a strong emotional connection to its customer base. Indeed, so powerful was the brand recognition that people didn't talk about "making copies"; they talked about "making Xeroxes."

But, even as the core business category continued...

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