It takes disciplined systems to create a strong new brand, said Tracy Yelencsics, vice president/global marketing for Conduent. And, she might have added, a lot less time than most marketers imagine.

Yelencsics walked the audience at the Association of National Advertisers’ (ANA) Masters of B2B Marketing conference through the rapid invention of Conduent, a brand that officially launched in early 2017, following a decision by Xerox – the services, document and workflow solutions firm – to split in two in early 2016.

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Tracy Yelencsics, vice president/global marketing, Conduent

The task was enormous: take Xerox’s $6.6-billion business services unit – spanning 200 independent companies with 93,000 employees and approximately 50 logos – and establish a new brand before January 3, 2017, when public trading of the yet-to-be-named company that was spinning out from Xerox would begin.