Posted by Shirley Brady on September 7, 2010 03:15 PM
Last week we mentioned Xerox's new "Ready for Real Business" brand campaign campaign, which takes advantage of its clients' brand halos to burnish its own. We now have some examples:
Above, a couple of bellmen at Marriott Hotels & Resorts (for which Xerox handles 11 million invoices annually) provide a lighthearted look at how they couldn't finish the company's monthly invoices because they're so focused on guests.
After the jump, spots featuring the New York Mets and Ducati.Continue reading...
Posted by Barry Silverstein on September 2, 2010 12:30 PM
It's one of those timeless brand names that define a category: Coke means cola drinks, FedEx means overnight delivery, Hoover evokes vacuuming, Kleenex means tissues, Xerox means copying. Only Xerox doesn't mean copying anymore — and that's a perception the company will try to change with its new ad campaign, which breaks on Tuesday.
In order to get the point across, Xerox is taking a risk by employing "borrowed-interest advertising" — using the brand images associated with other products — to dramatize the fact that Xerox helps well-known companies get their work done. That's borrowed interest in others' brands, not copied interest.Continue reading...
Posted by Abe Sauer on October 6, 2009 11:36 AM
The Dallas Cowboys $1.15 billion football stadium is open for business. And like many newborns, it has yet to be named.
AT&T isn't commenting on rumors that it's taken its brand off the table for Dallas, but a deal looks unlikely after the company became a sponsor of the nearby performing arts center. The pricetag for naming rights to Cowboys Stadium, said to exceed $20 million annually, isn't producing many other interested parties. The New York Times tried to help Dallas by soliciting reader suggestions ("The Ego Bowl”).Continue reading...