How Xerox Tapped Unlikely B2B Emotions

Geoffrey Precourt
WARC

Geoffrey Precourt is reporting from New York throughout Advertising Week 2009.

Read his latest stories and analysis at
warc.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."