Using Research to guide the Xerox brand to the next generation
Among all the business-to-business brands in the world, Xerox stands out as one of a handful in the rarefied space at the top. The chief steward of the Xerox brand is Christa Carone. In an interview with Laurence N. Gold, she tells the story of the Xerox brand and the contribution of market research to the branding process of B2B companies in general, and Xerox in particular. It’s a tale you don’t hear very often.
Download the audiocast here: What Next for Xerox?