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BtoB Top Marketer: Michael Mac Donald, Xerox Corp.

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Michael Mac Donald, corporate senior VP and senior VP-operational effectiveness at Xerox Corp., oversaw the rollout of more than a new corporate logo this year. The emblem, to be introduced across all the company's assets, helps position Xerox for the launch of a unified global marketing strategy that will take advantage of multimedia platforms. “Xerox is a very different company today than it was a few short years ago,” Mac Donald said. “The objective was to reposition Xerox by establishing a strong brand architecture that made sure that Xerox maximized its brand power between our brand and nonbrand assets throughout the world.” The company currently is in the process of developing its first global campaign rather than rolling out campaigns tailored to geographic markets as it has in the past, he said. Xerox took up its new logo in January, beginning an 18-month process that will see the lowercased red wordmark and sphere developed by Interbrand emblazoned on marketing materials, products, facilities and vehicles. Fuji Xerox, which markets the company's document management systems in Asia, joined the transition in April. “It shows a more vibrant Xerox,” Mac Donald said. “We've been delivering 100 new products and services to the market over the last few years, and we need an identity that is capable of conveying the changes.” The new wordmark abandons the crisp lines of its predecessor, opting for curved edges and a contemporary feel to signify that the company does more than make the photocopiers that once were the core of the brand. The sphere can be animated, and the new colors pop on the Web, where the company has stepped up its efforts. An overhauled version of xerox.com went live after the release of the new logo. The redesigned site offers more than a new look. In the space of a year, the company boosted the number of countries supported on its Web site from 31 to 148, with special emphasis on Central and Eastern Europe, Mac Donald said. An e-zine the company introduced this year drew visitors who spent between eight minutes and one hour on the site. Traditional marketing vehicles continued to drive traffic to the corporate site, as well as microsites like frugalcolor.com. “The Web is becoming more and more important as part of the sales cycle,” Mac Donald said, adding that Xerox does not hesitate to experiment with vehicles like Second Life and mobile messaging. The new logo gave the company leverage in the face-to-face world as well, gaining attention at the international printing equipment exhibition Drupa, where more than 100,000 attendees flooded the Xerox-branded booth. Xerox gained 13,000 leads, a return on assets multiple of six and strong feedback on the brand in foreign markets, Mac Donald said. —Charlotte Woolard
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