Transforming a legacy brand means transforming the ways in which an organization engages with consumers. In this episode of Expert Opinion, Founding Partner Alan Brew sits down with Jason Bartlett, Xerox Global VP of Digital Marketing, to explore how Xerox is reinventing itself and changing long-standing perceptions of the brand through a forward-thinking and consumer-focused content marketing strategy.
Topics covered in this episode include:
- The broader digital ecosystem and the importance of engagement across multiple touch points/platforms (4:45)
- The “Audience In, Not Xerox Out” approach (6:26)
- Taking a real-time, newsroom approach to content and thought-leadership (10:10)