Listen Here | From Renegade Thinkers Unite, Episode 65: The Ups and Downs of Xerox’s Universal Awareness and Shifting Your Brand Perception
The ultimate dream for marketers is universal awareness – the point in time when your brand becomes synonymous with a noun. Having your brand become a verb is an even better case scenario (think, “I’ll Venmo you the money!” or “I’ll Google it.”) This extremely high level of brand awareness can create issues though when your brand perception becomes “stuck” in this one-way thinking.
On this episode of Renegade Thinkers Unite, the CMO of Xerox, Toni Clayton-Hine, joins Drew for a conversation about how Xerox is embracing the new connectivity trend and how it is breaking through old brand perceptions to stay relevant in the 21st century.
Toni shares with Drew the story behind Xerox’s latest marketing initiative, Set the Page Free, and how Xerox is striving to be at the forefront of the intersection between digital and physical workspaces. They also discuss the pros and cons of such a risky marketing project and Toni’s top “do’s and don’ts” for current CMOs.
For full show notes and transcripts, visit https://renegade.com/podcasts/