Xerox happy to welcome other brands into its latest ad campaign

By David Kiefaber on Thu Sep 2 2010


Xerox is gambling a little bit, some believe, by featuring some of its clients in a new advertising campaign. Called "Ready for Real Business," the campaign will showcase big-name brand icons, like Mr. Clean and the Target bulldog, from companies that employ Xerox for generic office labor. Young & Rubicam will make the initial print and TV ads, and the range of brands Xerox is partnering with is pretty wide, including a hotel chain, a motorcycle manufacturer and the University of Notre Dame. The supposed risk with this kind of advertising is twofold: Other brands don't want to play second fiddle to Xerox, and Xerox doesn't want those familiar brands overshadowing its own. No use spending millions on a campaign if everyone who sees it walks away singing the Notre Dame fight song. But Xerox's chief marketing officer, Christa Carone, is optimistic, mentioning to Forbes that some execs wanted to see their brands promoted in media where Xerox advertises but consumer brands don't. I'm still somewhat repulsed by multiple brands occupying the same ads, though. It seems a bit like cousins kissing to me.

Xerox gets snippy with Hollywood over generic use of its name

Posted on Mon Mar 8 2010


In everyday life, a tissue is a Kleenex, an adhesive bandage is a Band-Aid, and a photocopy is a Xerox. Lots of us use those brand names as shortcuts by habit, but the folks at Xerox wish we wouldn't. They fear brand dilution. (And they're not alone. Check out our earlier post about TiVo.) Now, Xerox is targeting Hollywood in its campaign to keep its trademarked name from being used as a noun (as in, "Xeroxes") or verb ("to Xerox") in movie and TV scripts. The marketer ran an ad in this week's Hollywood Reporter reminding the creative community to "use Xerox only as an adjective to identify our products and services, such as Xerox copiers." Xerox doesn't want to go the way of aspirin, escalator and zipper, which have lost their precious trademarks in the past because the marketers didn't defend them from common usage, according to our brother blog, THR Esquire. It's part of a larger effort from the marketer to protect its name against the dreaded genericide. I'll contemplate the issue further as I Scotch tape some Q-tips together while sipping a Coke from my La-Z-Boy.

—Posted by T.L. Stanley



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