A Xerox is a Xerox

03-04-2009: A Xerox is a Xerox, by John Malmo

Memphis, TN – When companies become generic for their industry, such as Kleenex, Thermos, and Band Aid, they have to work hard to protect their brand with clumsy identifiers (Kleenex Brand or Band Aid Brand). Xerox is a company that people of a certain generation will always associate with copying, but the company now wants to move beyond that. While their new logo is creative and attractive, Xerox will always be Xerox.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com.