The Road to Reinvention

November 13, 2015

By Urey Onuoha

When John Kennedy started as the CMO for Xerox last year, his marching orders were clear: transform the brand. But changing public perception of a 109-year-old brand known mostly as a document tech and services company is not exactly the easiest challenge. Armed with the company’s belief that combining new technology and human insights will improve operations, he set out to create the “Work Can Work Better” campaign, which has been an overwhelming success. In the latest issue of B-to-B Marketer, Kennedy opens up about the campaign and the overall brand strategy, sharing the role of digital and content, key markers of success, and more.

Also in this issue, be sure to check out:

  • A feature on five areas of dissatisfaction in client/agency relationships and what to do about them
  • A look inside Janome’s “A Story in Every Stitch” campaign, which has put the focus on the customers
  • How Deluxe Corp. ignited a small business revolution (hint: content played a big role)
  • Why Linda McGovern says B-to-B marketers have to think differently to remain relevant

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