How Xerox Tapped Unlikely B2B Emotions
Geoffrey Precourt is reporting from New York throughout Advertising Week 2009.
Read his latest stories and analysis at warc.com/precourt .
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."