Rank Xerox: 'What's all that got to do with me?'

Rank Xerox needed an advertising strategy to persuade users of it equipment that it was more than just a photocopier company; that its products were relevant to the realities of a modern office.
Agency: Young & RubicamAuthor: Alison Turner

Rank Xerox: The Document Company - 'What's all that got to do with me?'

 

INTRODUCTION

'What's all that got to do with me?' A fair question really, and typical of the response of our prospective target audience early in 1991 when asked for their views and understanding of the agreed corporate positioning for Rank Xerox, as an input to the development of the advertising strategy. The Document Company positioning seemed remote and irrelevant, a world away from the bustle and hubbub of the busy office environment that most of our...

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