How Xerox Tapped Unlikely B2B Emotions

The presentation by Barbara Basney, global advertising director of Xerox, to the Engagement Council meeting of the Advertising Research Foundation (ARF) during New York City's 2009 Advertising Week is the subject of this report by Warc's U.S.

How Xerox Tapped Unlikely B2B Emotions

Geoffrey PrecourtWARC

Geoffrey Precourt is reporting from New York throughout Advertising Week 2009. Read his latest stories and analysis . 


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."

But, even as the core business category continued...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands