Xerox will always be the victim of its own branding success.
To understand the evolution of the company, in fact, is as simple as watching two pieces of video, the first from 1977, and the second from 40 years later:
The first spot was an iconic piece of Super Bowl advertising, one of the most cutting-edge ads of its time, endorsing the capabilities of one of the most in-the-moment office products.
The second taps into that four-decade legacy for business consumers to understand what the enterprise has become today. Even as people use the term "Xerox" to explain the process of transferring an image from one piece of a paper to another, the copying-equipment business long ago become a commodity practice.