"Brand and reputation go hand-in-hand," Babb said. "Being able to reshape stakeholder (customers and investors) perceptions is going to be critical to the success of any rebranding efforts."
Anne Marie Squeo described Xerox as having "receded from the zeitgeist for many years." To address this, her PR team shifted focus from printers to colors, revitalizing the brand's relevance.
Squeo's team featured Xerox's print experts discussing topics like the perception of metallics, linking to events like the US Open, creatively revitalizing their messaging strategy.
Squeo explained the revamped approach was to "signal to the world that we were waking up the sleeping giant" and emphasizes that PR's effectiveness is limited by sales.
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