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BrandingBusiness Shares Insights on How to Transform a Legacy Brand on “Expert Opinion”

Jason Bartlett, Xerox Global Vice President of Digital Marketing, describes how the company is reinventing itself and changing long-standing perceptions.

Irvine, CA, July 12, 2014 --( BrandingBusiness, a leading business-to-business brand strategy and development firm with offices in California and New York, has premiered a new installment of its "Expert Opinion" interview podcast. The new show features a recent conversation with Jason Bartlett, Xerox Global Vice President of Digital Marketing, sharing strategies used to reinvent this legacy brand.

“Jason Bartlett is one of the country's foremost authorities on global branding and he intimately dissects how Xerox has used a forward-thinking and consumer-focused content marketing strategy to reinvent itself and change long-standing perceptions,” said "Expert Opinion" interviewer and BrandingBusiness co-founder, Alan Brew. “Jason describes the importance of engagement across multiple touch points and platforms, the company's 'Audience In, Not Xerox Out' approach and the benefit of taking a real-time, newsroom approach to content and thought leadership.”

At Xerox, Barlett is responsible for global brand and product advertising activity, including television, print, radio, outdoor, paid search and online media. He also oversees the development of advertising strategies, production of creative assets and campaign implementation, as well as developing media plans, managing ongoing media mix and performance optimizations and providing campaign results tracking and reporting.

Bartlett joined Xerox in 2005 as Senior Advertising Manager after serving the previous six years at Young & Rubicam managing the global Xerox account. Prior to Y&R, he managed significant national and retail advertising activity for General Motors, and helped develop a communications platform that continues today. He is a member in the Association of National Advertisers (ANA) and serves on the Digital Marketing and Social Media committees. He also is an active member of the Xerox Social Marketing group, serving as a Center of Excellence representative.

BrandingBusiness' "Expert Opinion" interviews are part of the firm's online community,, dedicated to brand strategy, brand development and brand engagement. It is an open online forum, for branding professionals, their clients and interested prospects. Along with sharing the longtime experience-driven expertise of BrandingBusiness with an unmatched portfolio in the BtoB world and thought leadership through a variety of interactive opportunities, it is designed to bring together the best minds in branding and provide an engaging conversation about branding as a business tool. BrandingBusiness includes the latest blog articles, lively debates, topical discussions, critical inquiries, answer to questions and questions to answer.

"Expert Opinion" interviews feature the four BrandingBusiness co-founders, Brew, Ray Baird, Michael Dula and Ryan Rieches, as they interview influential CEOs and discuss and analyze the latest news and trends in the world of branding, brand development and branding strategies. From BP’s five minutes of shame, to healthcare business branding strategies, to analyzing the power of differentiation, these gentlemen share their insights and knowledge of branding in today’s ever-changing business environment.

About BrandingBusiness
BrandingBusiness is a brand strategy and development consultancy that helps B2B companies establish, assess, and position transformational brands. The company, formerly known as RiechesBaird, views brands as strategic assets that are best leveraged by integrating brand strategy with business strategy. It offers a rigorous approach to brand building, engagement and design with programs customized for unique challenges and opportunities B2B companies face. Its founding partners are sought-after brand strategists who, over the past 20 years, have worked with American Airlines, Cisco, Constellation Energy, Elsevier, Huawei, ITT, Pacific Life, Sharp, Sage Software, and Toyota Material Handling USA, among other companies. BrandingBusiness has offices in Irvine, Calif., and New York City.
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