Implications of company brand changes on the documents they manage
Today companies in the High-Tech, Telecom and Media sectors change or refresh their brands to redefine their business, communicate their vision, and integrate their M&A activity. Ultimately, it’s about engaging clients, creating demand, driving revenue and profitability, and providing higher return to shareholders. Since 2006, to name a few, Swisscom, Nokia Siemens Networks, Alcatel Lucent, Idearc, Comcast, Business Week, msnbc, Neilsen, Intel and Xerox have all changed their brand. This is a commitment and investment by the CEO and executive marketing team with a longer term payoff. All client and internal communications must be aligned to the brand.
Xerox unveiled a new brand on January 7th. Xerox is in the top 100 brands and globally recognized in the technology sector. Angele Boyd from IDC, in her recent article, “What Xerox’ Big Brand Change in its History Means” highlighted that Xerox’ business model has evolved from a print and copy company to a services led technology company known for innovation and client focus. Xerox is a document lifecycle solutions and services provider. The brand communicates to clients who they are today, where they are going, and the value they bring.
So what are some of the implications of brand changes on documents and communications? 90% of client communications are documents. Between 2007-2011 10.5 trillion pages will be printed in US offices. A brand change has an affect on many of those documents. Marketing materials, sales literature, statements & invoices, product service literature, user manuals, training material, recruitment documents, enrollment documents the list is endless. Websites, social media, printed materials, email materials must all be updated and much of that begins with Marketing. Marketing must manage the brand, implement with speed the change in client communications, manage and be accountable for spend, and simplify the process. A huge task.
Document Outsourcing is a strategy to help make this happen!
