Business process and document management company Xerox Corp. XRX recently unveiled a new brand strategy to better connect with customers and reinvigorate its sagging fundamentals.
Titled “Work Can Work Better”, the advertising campaign is released as a TV-ad that showcases the various ways in which Xerox works behind the scene to help make others work better in their respective organizations. The advertising message will also be released as a print media ad in the U.S. Open tennis tournament and billboards and digital signage across airports and roads.
The new brand strategy hinges on the human-centric view and tries to illustrate the benefits made possible when “work works better” as technology integrates with the human touch. Xerox has also redesigned its corporate website to be content and social driven, which would enable users to engage from any device. The website also features shareable stories from clients and their industries in a personalized and user-centric way to highlight the various ways in which Xerox had made their lives simpler through its products and services.
Advancements in IT have replaced the traditional means of sending and storing information by digital media. As a result, Xerox and other document industry firms are grappling with decreased demand for paper-related systems and products. This in turn is hurting its overall profitability. In such a scenario, the new brand strategy is likely to alleviate the bottom-line of the company through higher and better user connectivity.
In order to better adapt to the changing market trends, Xerox is continually shifting its business model by expanding indirect distribution channel and streamlining its supply chain and product portfolio. The company also remains committed to its 5-plank strategy that is centered on portfolio management, global growth, cost transformation, operational excellence and analytics. With sustained investments to expand geographical footprint and build its services capabilities in areas that provide significant customer value, Xerox expects to reap benefits in the long run.
Xerox currently has a Zacks Rank #3 (Hold). Other stocks that look promising and are worth a look now include Cardtronics Inc. CATM, Core-Mark Holding Company, Inc. CORE and RPX Corporation RPXC, each carrying a Zacks Rank #2 (Buy).
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