Edward Gala, Vice President of corporate marketing at xerox, walked us through xerox's journey during the last session at EMS 2008.  And how experiential marketing was a brand differentiator for them.  On 1/7/08, xerox launched a new logo and a new look and feel - something fairly radical for the first time in 40 years.   It was interesting to realize the new brand was helping launch the re-birth of the "new" xerox.  And for any of us who have gone through this process, it is a real opportunity to look at all of our communication pieces under one umbrella to get the messaging and execution on target.

 

The YouTube clip shows Gabby, the daughter of one of Edward's colleagues, talking about the different products and demonstrating the strength of xerox's products vs. the competition.  I love it.  Gabby has a lot of presence and the videos are fantastic.  To me, it shows the boldness xerox is willing to take and the strength of their products. It also shows the importance of social media to xerox (actually, using the right mix and the right messages) AND social responsibility - an integral part of their fabric.  Clearly, to develop products like these, it has to be in their DNA - green is not a bandwagon concept for xerox.   

 

An interesting look into the world of xerox...I wish Edward would have shared what didn't work for them. However, the really important part of Ed's message... the one of getting comfortable with risk taking and being strategic (so one can turn the ordinary into extraordinary) was very well received.