I can’t begin to tell you how many times I’ve used the term “Xerox a copy” when I needed a photocopy made…and I don’t even have a Xerox machine. What a great brand name Xerox has that it is so ubiquitous with copying that their name is used for the activity. Unfortunately for Xerox the world of making copies has moved past them. HP and other manufacturers have stolen their thunder and market share.

I’ll never forget when I looked at a new copier for our office; the Xerox salesman described how their product would revolutionize my office and become the center of my office world. I had a pretty good idea what I needed and he didn’t care, nor was he interested. I just wanted a good and reliable copier and I didn’t want Xerox to be the center of my office world. He didn’t make the sale. I got exactly what I needed from someone else.

Xerox went into collapse shortly after my experience with them…I suspect millions of other business owners had similar experiences… and has now only begun to see a partial turnaround. The company has just unveiled their new brand identity and the thinking behind it is described in this BusinessWeek story.

Now I have a pretty good understanding of the branding business since our firm has been working in this area for more than twenty years; Goldman & Associates Public Relations even has a branding practice. What I got from this article was a poorly articulated vision for Xerox that just comes across as brand linguistics gymnastics. After you read this story, let me know what in the world they are selling and what their business vision is.

Not only is this article a wasted opportunity to let business and industry know what the company is about, but it is downright harmful. Richard Wegan, director of worldwide brand at Xerox explains that the marketing material around the world is disconnected from “a central brand idea” and that this new identity will solve that issue. Sounds good, but I still don’t know what that central brand idea is and I sure can’t think of a reason to call Xerox for my business needs.

Next time you re-do the logo, think a bit more about what your going to say about why and what it means to your customers.